I think you answered it. Everyone has their own moral compass and act accordingly.

The concept of “No Ethical Consumption Under Capitalism” and the moral framing of later seasons of The Good Place give good representations of how.

Ultimately each person makes a mark of what they can and cannot care about, and caring about literally everything is a fast-track to total impotence.

Some situations are (relatively) easy:

  * Harry Potter is a relatively isolated (though formative for many)
    franchise.

  * Nestle creates a HUGE amount of the food we eat.
  * Amazon powers half the internet
  * Microsoft is the backbone of a huge number of corporate sites.
    Excel makes the world go round.

I think a way-out exists if "shopping isn't politics" [0]. In a nutshell:

* Bad news: "Voting with your wallet" is actually pretty ineffective. Companies know it, budget for it, and they're happy when consumers are neutralized and busy infighting with one-another.

* Good news: Organizing politically does work, and is so much more effective that you can arguably redeem your unthinking consumer-choices if you engage in it.

[0] https://doctorow.medium.com/https-pluralistic-net-2026-05-21...