Way back in 2010, Eli Pariser came up with the term filter bubble, the idea that people on the Internet tend to see only information that agrees with them, and then he published his book The Filter Bubble: What the Internet Is Hiding from You. Since that time, Facebook took off, viral marketing went nuts, fake news appeared, American politics polarized to the extreme, and now we’ve got a huge backlash to globalization and technology companies. Businesses increasingly are caught in between this polarization. If a brand takes a stand that pleases some stakeholders in one bubble, then it risks alienating other stakeholders in another one. The situation is getting untenable.