You have raised a crucial issue with cultural sensitivity. It is important for businesses to have regular, focused and meaningful engagements with consumers to be aware of their sentiments and perspectives. And also, to not jump in with hashtags just because they are trending. It could go both ways, as you have rightly pointed out. In fact, it might be a better idea to try out some smaller campaigns wth a smaller set of audience, so that the backlash, if any, could be contained.