Didn’t read all the way through but I’m assuming they’re NOT in favor of going after games and criminals, or letting more of us CCW?
Three years ago this same guy, Bergh, was CEO when he asked all of Levi Strauss's customers not to bring firearms into the company's retail stores. At the time, it was blamed on a negligent discharge incident that occurred in one of their stores (the CHL holder injured himself, probably in a fitting room).
Reading between the lines, though, Bergh wasn't just acting to protect his employees and customers - he was researching these boycotts and betting that the impact to the company's bottom line would be short-lived. Essentially, he thinks the virtue signaling comes at an acceptable price.
With today's interconnected world, he may find that the old models no longer hold true.