The past few weeks has seen a spate of consumer boycotts that have focused not on the bottom line of a business, but on a larger question. And that question is Donald #Trump's policies.

CEO's of corporations are being asked by #consumers to take a stand against the actions of the new president – and in some cases standing up to Trump can be advantageous for brand identity.

One of the most impactful #boycotts this year was played out during protests over the immigration ban at JFK airport in January.

The #DeleteUber boycott didn't effect the company's bottom line, but it did swing many #consumers into choosing to use other companies such as Lyft, who cannily announced they were donating money to the #ACLU.

As Judith Samuelson wrote yesterday in the New York Times, a #positive brand identity is vital for companies such as Uber that are in direct contact with the consumer.

" The real aim of the [#DeleteUber] boycott that went viral seemed to be to punish a business — for placing #profit over community," she said. "The boycott could not reverse President Trump's executive order, but it did cause Uber’s CEO to drop out of President Trump’s business council."

This successful boycott sent a loud and clear message to the #President, which is a big win for a consumer boycott.