I watched this grown man destroy his entire identity because of a 2021 Jack Daniel’s marketing campaign featuring drag queens. This person is entirely sincere in believing what they are doing matters and is a good choice. They will be reinforced by peers who will cheer these actions against a “woke” company.
I have a lot of compassion for this kind of person. Who has based their personality on a corporate brand only to be told it’s now the enemy. Now that they have lost the THING they love they can only fall deeper into the right wing rabbit hole.
I have no idea what the solution is… but this problem is only growing.