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This column is part of a series called "Voices of Women in Tech," created in collaboration with AnitaB.org, a global enterprise that supports women in technical fields, as well as the organizations that employ them and the academic institutions training the next generation.

Last fall, as the world reeled from Charlottesville's white supremacist protests and the killing of anti-racist protester Heather Heyer, we applauded companies like GoDaddy and AirBnB for canceling the accounts of racist organizers and instigators. We also called for companies to go a step further, to move beyond passive bans and blocks, and to move into active resistance against hate speech and racial injustice.

But here we are, six months later, and few tech leaders have taken up this call to arms. If they're waiting for an excuse beyond simple morality to rise up against hatred, here's some additional motivation that might get powerful executives moving: Taking a more active social stance can boost your company's bottom line.

Studies show there's strong upside to corporate activism. According to the World Economic Forum, "consumers are demanding that industry leaders position themselves and their products as agents of positive change and growth in society." And the trend is growing, especially among demographics that are likely purchasers of technology products. One report finds that a clear majority of millennials — 56 percent — expect CEOs and other executives to step forward on social issues more than they have in the past, versus just 35 percent of baby boomers.

Even more surprisingly, one study showed 74 percent of consumers aged 18 to 36 who were previously aware of CEO activism have taken some action based on an executive’s stance. As theWashington Postremarked: "Combine those numbers with the neutral responses … and the edge clearly seems to be with taking the bet and wading in."

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Executive activism has also proven both highly effective in swaying political opinion, and a strong contributor to factors that influence employee sentiment.

Even more sobering is the realization that CEO silence could be detrimental to recruitment and retention. Research co-sponsored by Harvard Business Reviewand consulting firm The Energy Project shows that employees who don't feel connected to their employer's mission are 62 percent less likely to stay in their current job, and feel 45 percent less engaged with their work. In a world where companies are already struggling to hire and advance highly qualified technologists, it's easier to help prevent attrition than to fill a leaky labor pipeline.

An executive's actions against racism shouldn't begin and end with mild condemnations. Savvy business leaders can and should offer free or deeply discounted services to organizations that fight racism and discrimination. Most tech firms can find some way of contributing — remnant advertising inventory, complimentary subscriptions, in-kind donations of low-cost web-based services like analytics or hosting — that ultimately save nonprofit groups thousands of dollars a year, and allow them to funnel scarce resources into core programs.

The cost of goods for many tech services is small, and the investment in community goodwill can yield immeasurable results. It's time for industry leaders to step out from behind the safety of open letters and move into the realm of true social justice.

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