These companies and people that do evil with the money we give them must be brought to heel, should not be patronised. So what do we do?
Promote, suggest, encourage the use of ethical alternatives. Encouragement works so much better than shame. By shaming one another, we fragment the resistance we should all be trying to build.
Someone thinks "my whole family uses Facebook. If I stop, or worse, try to force them to migrate, I might make myself an outcast and close myself off from pictures of my growing relatives". what should we do? Say "Too bad for you. Take one for the team! Have the hard conversations, risk isolation from your family." We shouldn't demand such sacrifices from struggling strangers on pain of shame. We should, instead, help them to tranistion, suggest what they can do to fight in their own way.
Encouragement promotes solidarity, community, a sense of belonging, a sense of support. If we truly want community as we claim, we should promote it.
Every time a company takes a stand, opts for principle over proffit, refuses to be unethical, stands up for its base, we should congratulate them, make them feel good about themselves, promote them, guide people to them, away from less ethical alternatives.
We should not seek perfection, but be satisfied with better options rather than worse. The left can seem rather puritanical. Imperfect alliances are all we have, imperfect people are all we have. If we hold out for perfection, the oligarchs will win and the things we love will crumble while we wait, bicker, shame each other and sit in our own shame bubbles. Let's help each other to be better, help companies to be better, encourage companies and individuals when they make positive change.
The hardest part is avoiding complacence. We are trapped in a system that makes it very difficult to be ethical, very difficult not to support evil agendas with our money and choices. We have to try. It's no good saying, "it's all so hard, whatever I do is bad so I should do nothing." If you're not doing everything, no-one should blame you, if you're not doing the same things as other people, no-one should blame you; if you're not doing anything at all, not trying...that's a different matter.