The old adage that “any press is good press” is dead wrong when a company becomes a casualty of America’s culture wars.

Just look at Target, which faced a fierce backlash for its Pride collection and prominent LGBTQ+ store displays, particularly in the children’s section. Target reacted to the outrage by removing some Pride themed products and relocating Pride Month displays to the back of stores in some locations. Predictably, that response – seen as caving to anti-LGBTQ+ activists – sparked the fury of those on the opposite side of the cultural battle. The result has been a devastating lose, lose situation and a jaw-dropping $9 billion free fall of market cap.

The Target blunder of course echoes the recent Bud Light fiasco. The company drew outrage for its partnership with trans activist Dylan Mulvaney and then abruptly reversed course, seemingly under pressure from its critics. The entire episode was chaotic and misguided, and it cost the beer giant billions of dollars and lasting reputational damage.

There’s a much better way for companies to navigate these fraught cultural issues, and that’s to define and then truly live one’s corporate values. For example, if your company wants to support LGBTQ+ people, then make tangible, meaningful contributions to that community and when appropriate, showcase your support while staying steadfast to your principles.

In Target’s case, If the original Pride-themed products and displays reflected the company’s values, then it shouldn’t back down under pressure. Also, Target could have been more transparent about its decision-making and better prepared for the uproar on both sides.

On the flip side, customers and stakeholders generally see through empty “virtue signaling” or pandering to specific communities for business, marketing or PR gain.

Put simply: a company’s values need to drive its decision-making when it comes to business and to how the company responds to its critics during times of crisis. In life and in business, values, ethics, and morals can lead the way.