As the US becomes more divided, companies find they can’t appeal to everyone

Younger people believe companies have social responsibilities, while conservatives say they should stay out of politics - and the fight won't end soon

Bud Light, Target - and now Cracker Barrel? We take no pleasure in reporting that @CrackBarrel has fallen," the conservative group Texas Family said in a tweet last Thursday, in response to the southern-food restaurant chain marking Pride month on social media. A once family-friendly establishment has caved to the mob."

The conservative backlash against American brands appears to have reached new heights over the last few weeks as companies show their support for Pride month and other LGBTQ+ issues. It is part of a wider backlash against corporate involvement in social, environmental or political issues that appears to be gathering steam.