Companies face new challenges. A critical mass, or at least a loud crowd, demands ethical behavior from companies. The most prominent examples currently are whether and how to do business in Russia or in the Xinjiang Uyghur Autonomous Region. The decision, to stay or to go, is an ethical dilemma. There is no one-size-fits-all answer for companies. However, there are questions to consider, and each company needs to be prepared to make a decision and explain the reasons for it.