It is seemingly assumed by some for-profit entities, like Target, and now the PGA, that kowtowing to these radical agitators is somehow good business. What I would submit is that an at least equal and likely larger number of people are seeing Political Correctness for what it is–nascent and very ugly Fascism–and voting for the OTHER side. This is the whole reason people love Donald Trump. He sees no need to even pretend to play that game, unlike pretty much everyone else, and certainly the last two “moderate and thus electable” Republican Presidential candidates.
It seems obvious to me that the stakes are high for any business wanting to make political statements. The potential negatives–like the Target boycott I personally continue to uphold (I bought a watch and a food scale from Walmart today, despite the fact that the Target is much closer)–are at least equal to any possible positives, like attracting new customers.
Particularly for mass market companies, the people who most need your services are likely already there, because your business fundamentals are solid. You can add a few with ad campaigns, lose a few with poor customer service, or more aggressive competitors, but making political statements is most likely to polarize people. It may make some people more loyal, but cause you to lose entirely others.
Thus, I would submit that the second type of evolving political correctness is oriented around applauding and supporting those who consciously and consistently work to subvert the first. That is a constituency which is growing, and it needs to be reckoned with by everyone. We call it political incorrectness, but why cede them the word? Why cede these people anything? I don’t grant them liberal, compassion, or justice. Why correct?