Rory Archibald, founder of New Intent, reveals why boycotts are sometimes the only way to remain true to your DEI values: Values are something that consciously or unconsciously direct all our lives. They influence our decisions, where we shop, who we travel with, who we are friends with, and who we work for. The corporate world has known this for years, and many organisations embrace their values that set out how they wish to be understood by the public.