Where possible, to buycott (pointedly shop competitors who are not involved, preferably vocally not involved).
If a firm goes looey for “gayness” it probably is not that outfit’s only vice. Maybe “gayness” is what really forces us to notice that we’ve had our noses deep in the world. But that doesn’t mean that’s when it began.
That's what I've been doing, even to the point of buying foreign over buying American. I feel bad when I make that choice, but seeing what I'm not supporting makes up for it.