When it's about boycotting a product like Bud Light or Mullvad, there are so many equal offers from competitors that it isn't difficult to boycott and switch to another product.

Maybe companies in those kind of markets will simply bite the bullet and start marketing their products as for one side or for the other in politics instead of trying to be for everybody. Then they can lock-in strong goodwill from "their side", and stand on more certain footing. Or maybe most customers do not care as much as online activists.