As most people who've celebrated Thanksgiving with their families over the last few years can attest, we seem to be wearing our politics on our sleeves more frequently than ever before.
And while some brands may remain apparently risk-averse in this way, we've seen many others take a stand with mixed results. Although it seems so long ago now, you may recall that some people were destroying their Keurig coffee makers and burning their Nike attire in response to these companies respectively pulling their ads from Sean Hannity's show on Fox News and featuring Colin Kaepernick in their ads.
In the case of Nike, this turned out to be a high-risk, high-reward proposition as their initial 3% drop in shares eventually gave way to a surge in online sales, sold-out sneakers featuring Kaepernick's face, and an Emmy win.
But while one could argue that Nike was merely taking a calculated risk, the latest stunt from Patagonia is well in line with what the company's been up to besides selling clothes.