So a few weeks ago, a clerk at the Dollar Tree was killed when a possibly psychotic guy entered the store and stabbed her because she was African-American. He had decided it was “kill a black person day.” The worker’s comp insurance provider decided that since it was a “hate crime” the store wasn’t liable and didn’t need to award her family (and young son) benefits.
Oops. The media and the web caught on to the story and it spread like wildfire. Many people were outraged, and suddenly people started boycotting the Dollar Tree and protesting outside the store where it happened.
The Dollar Tree responded to the controversy: Dollar Tree Pays Up.
This really illustrated that companies should live their values, or be deemed hypocrites. Get bad press. Lose money. Or possibly worse: go out of business.