Business is part of the community. So when it takes a stand and attaches itself to a particular cause, its OK. What matters is, have they thought it carefully? A lot is at stake, brand value, profits, purpose; they all can be affected if you do not think through. Second-order thinking, scenario tests, etc. need to be played out time and over again and then, only then you pull the trigger.
Below is an example of how Nike got it right and Gillette may have dropped the ball.
Gillette’s message is correct. But the viewer is likely to ask: Who is Gillette to tell me this? I just came here for razors.