My view has always been that things like this are a terms of employment issue.
If my contract doesn’t dictate that I wear some garbage logo or expression, then I ain’t doing it. If it makes someone money (which it does), and I’m not getting paid to help them, then screw them.
Legitimate charities I might consider. But it’s my body, my choice.
I suspect the next step will be for the NHL and/or individual teams to incorporate some kind of political/cultural bullsh!t on their team jerseys for actual play. They may even do it through a licensing agreement with the sponsoring company for those jerseys (Nike, for example).
The player will have a harder time to object to that unless he's willing to sit out a game or an indefinite series of games.