What is it that motivates companies to sign up to virtue-signaling ad campaigns that have absolutely nothing to do with their product, and may even damage the bottom line?

This month, two well-known corporate brands made a giant leap of faith, jumping into shark-infested waters to swim against the powerful current of cancel culture. Shockingly, not only did they survive the death-defying plunge, but it appears they are being rewarded for their bravado.

The first act of ‘heresy’ came from the CEO of Goya Foods, Robert Unanue, who accepted an invitation to the White House by Donald Trump to promote a program aimed at assisting the Hispanic American community. All things considered, just accepting the invitation was risky enough. But Unanue went one step further and actually heaped words of praise on the US leader.

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