What Do You Do When There Is a Massive Movement That Says #BoycottXXXXX? (Fill In Your Company Name)

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McDonald’s and Coca-Cola are closing their Russian operations.  McDonald’s CEO Chris Kempczinski sent a note to staff yesterday afternoon (3/8/22) saying, “Our values mean we cannot ignore the needless suffering unfolding in Ukraine.” 

Is it really about McDonald's values? 

#BoycottMcDonalds had become a trending Twitter topic, and the Golden Arches ultimately decided to fold.  Kempczinski said the company will continue to pay its Russian employees.

When a company decides to pull out of a country is it because revenues are imploding?  People are suffering?  Customers are boycotting your brand?  Or, just no other choice than to get out?