This is good. The last decade have seen corporations preening and positioning themselves as being 'more concerned' than others, usually inserting buzz words like 'corporate values', 'integrity', and 'courage' into their recently reworked mission statements. Company officers providing interviews and releases to the media, stumbling over themselves attempting to out-woke each other either with donations/gifts, new 'partnerships' or 'collaborations' that supposedly support the business or, trying to 'get involved' with whatever political discourse they think they can be apart of. It's been the tyranny of the marketing types, the segment of business where most metrics are nebulous and open to broad interpretation.

A giant swath of the outdoor industry has jumped in with both feet trying to be involved with political/social commentary, with Patagonia leading the way.