There are a lot of great companies out there and I love discovering them. They may not always get it right and their own suppliers may themselves be dubious, but the business and the management seem to have integrity and a willingness to push forward through discrimination and identity labelling. However, to those who allocate large budgets to share a message similar to: ‘black / gay / trans / disabled people we want to show our support to you, let us tell the world how great we are for doing this’ I doubt I will be using you any time soon. It is not just your product that is critical to whether or not I make a purchase; it is how you act that makes a difference.