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There are a piece in The New Yorker that I think is worth checking out about how companies are navigating new and sometimes treacherous political waters, when controversies can emerge, boycotts can be called for, and headlines can result - and that even being neutral sometimes doesn't work.

In The New Yorker, James Surowiecki writes that "thanks to social media, boycotts are easier to organize than ever. They used to face a classic collective-action problem: taking part makes sense only if everyone else is. Unlike a street protest, a boycott isn’t inherently visible: you can’t really watch someone not buying Frosted Flakes. Now you can see how many people have signed online pledges, and view videos of burning sneakers. All this helps project a feeling of momentum and critical mass, which in turn attracts more participants."

You can read The New Yorker piece here.
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