A wise old marketing professor told my class that any business thinking about injecting itself into politics should ask two questions:
1) How many new customers will the decision bring in?
2) How many current/prospective customers will the decision drive away?
Based on his 20+ years of research and consulting, he averred that the second number was always larger than the first.
Even if the Ivanka’s items aren’t selling, they can reduce or eliminate orders without the public “virtue” signaling. They went out of their way to brag that they were too moral to sell anything named Trump.
Of course
” How many current/prospective customers will the decision drive away?”
This must have happened a long time ago because this is not being taught today. This is not PC.