PHOTO: Krisztian Matyas | unsplash Over the last 10 years, companies have embraced social responsibility as part of their mission. For some, it is core to what they do. Bombas, for example, donates socks to help the homeless for every pair they sell. Others have made the decision to align themselves with one or more causes that reflect the values of the brand and/or executive team. Wendyâs has long been a supporter of foster care adoption and have now expanded their social mission to also include environmental sustainability. For the most part, social responsibility and values-driven initiatives enhance brand perception and the customer experience by delivering a "feel good" element to the purchasing process. But what happens when values become entangled in politics?