Not buying from companies you disagree with is massively different from trying to get people sacked or otherwise remove their source of income (e.g. Roseanne Barr, JK Rowling, Brian Leach, Christian Webb)
Because in the mid 80s, Lillian bettancourt purchased a manor in Brittany, a few years after an oil spill that devasted the coast and fisheries. Some locals associated her with her shares in Total, and in Loreal (which she owned and was a beneficiary of a refinery the tanker was going to). They filled her pool with liquid manure, and oyster farmers/regular farmer managed have one of their tractor break down every day on the only road access to her new manor for a bit ore than a month (never the same one). This is what i would call very mean, and should be avoided. If the persons you talked about did not suffer a tenth of that, frankly, they ought to toughen up and stop complaining.