What do Nike, Bud Light, Target and Disney have in common? They’re all brands that have been caught up in America’s political and culture wars. Corporations once tried to stay out of politics. Now they often find themselves under pressure from customers to take a stand on issues including racial discrimination, police violence and LGBTQ rights. And that’s sometimes led to protests and calls for boycotts.

Bloomberg Businessweek’s national correspondent Joshua Green reports that many CEOs must now weigh which poses a bigger risk to their brands—speaking up or staying quiet.

Read more: No One Understands Corporate Boycotts Like This Former Trump Researcher

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Consumer Brands Keep Getting Pulled Into Politics