The tide is turning on Mr Trump's #NoMuslim ban.
From his own team, through to citizens on the streets, people are standing up to the controversial ban any way they know how.
However effective activism on the streets is (and we think it is very effective), certain people have arguably more agency than others, in helping in a crisis.
Lawyers, for example, dropping their work to head to airports to fight the ban legally, or people like Sally Yates, following the constitution over and above Trump, have power in their station and abilities.
Likewise, big businesses hold massive sway, so when CEOs stand up and oppose unethical practices, using marketing and advertising budgets to get the message across, people do listen.
Nike CEO, Mark Parker released this letter on Sunday.
The statement seemed to be motivated largely by Nike spokesperson Mo Farah who spoke out about the injustice of the ban.
And it turns out Parker and Nike aren't the only ones speaking out.
Bandcamp has just released a statement, by the CEO Ethan Diamond, detailing how all of their profits will go to the American Civil Liberties Union (ACLU) this Friday.
Diamond denounced that ban, explaining how he saw it as ineffective and un-American.
He also incorporated the companies musical aspect by creating a list of albums made by artists from the affected countries for people to listen to.
We believe that knowledge and empathy are crucial weapons against fear and intolerance. We hope that, as you listen to these albums, you'll not only discover some great new artists, but will also gain a further appreciation and understanding for the way music transcends all borders, and remember that, even in the darkest of times, there is more that unites us than divides us.
Likewise AirBnB's, Brian Chesky was in the giving mood and offered free accommodation to refugees stranded and without a roof over their heads.
Howard Schultz of Starbucks has promised a few concrete steps in building bridges and ensuring security for their staff, but their most significant promise was to hire 10, 000 refugees.
There are more than 65 million citizens of the world recognized as refugees by the United Nations, and we are developing plans to hire 10,000 of them over five years in the 75 countries around the world where Starbucks does business. And we will start this effort here in the U.S. by making the initial focus of our hiring efforts on those individuals who have served with U.S. troops as interpreters and support personnel in the various countries where our military has asked for such support.
Now, the more cynical reader might find these gestures insincere, an empty profiteering ploy, designed to cash in on other's misfortune.
And you know what, it might be the case that they are.
But really, does that matter at this point?
If it is a marketing ploy, the effect could still justify the means, especially in the context of an issue that is immediate and threatening to a great many people.
More than that, the after-effects, which have seen funds getting pumped into ACLU, refugee jobs and roofs over vulnerable people's heads, can only be a good thing.
So big businesses, keep it coming, we're right behind you.