It turns out that boycotts are great for business. Last Wednesday Chick-fil-A broke previous sales records as customers came out in droves to purchase chicken sandwiches and waffle fries in support of the fast food joint. Speaking his mind about marriage may have been the savviest accidental business move CEO Dan Cathy ever made.
To recap: when our personal identities become enmeshed with that of a company whose product we love but whose values we come to question, we may experience a crisis of identity. At this point many choose to boycott. Or, in the case of Chick-fil-A Day, others come to the rescue of a corporation they feel represents their values. Either way, the chosen response says a lot about where we find our identities.