The part that I don’t get is why aren’t these CEOs being sued. In public companies, at least, their PRIME RESPONSIBILITY is to increase shareholder value (to the extent permitted without breaking the law).
Alienating at least 40% of their market doesn’t seem to match that objective very well.
The thing about Coke and many other large US corporations is that they have so much international business that a loss of some market share in the US won't hurt them as much as firms that do business only in the US.
Hopefully, Coke will feel the pain enough in the US to knock some sense into them.