I think for the most part, companies and businesses should strive to not get political, because all that usually does is split people apart. I think if a company takes a stand on a certain political cause, it pushes people against that cause away from using that business again. Sometimes they will protest your business.
I think it's one thing to take on a good cause, but there are sides you choose that don't always result in good things to come. So I honestly think it's best to skip the political message. Or if it is, make sure it's one most people are behind, like fighting world hunger, global warming (mostly), helping the children, fighting certain diseases (cancer for example), and so on.
But you never want to take a political stance on serious matters that are often split down the middle. If that's the case, don't even acknowledge it.