I want my retailers to retail. I don't want them getting tied up in Social Justice.
Besides which, it is stupid of them to get involved in things that they don't understand because (as here) it so often backfires on them.
Stick to the day job, Joules, and restrict yourself to the requirements of the law (Equalities Act, in case you were wondering).
THIS with bells and whistles on - I go to a shop to shop, I do not go there to be preached at if I want to be preached at I will go to a Church, equally I do not want to be lectured at by shops or businesses - that is NOT their job. Shops and businesses stick to your fucking job an shut the fuck up about everything else.