I've been chewing over the morality of the DBS Card Boycott for a while.
I think this video will probably do a better job of summarising my thoughts than anything else.
The mistake that many (including myself) make is treating big organisations like DBS as individual organisms. I especially have that problem because I've had the seperate legal entity doctrine drilled into me since 3rd year of law school.
This is a fiction. The operational reality is that a company is defined by its people. Furthermore, the higher up you go, the greater the influence this person has on thoughts and philosophy of the company.
In many senses, an organisation (or subset of an organisation) takes on the identity of its leader. Think Bill Gates, and the Evil Microsoft Empire. On a more local note, think TSMP. I'm willing to wager that all of the senior management of the company have cell group and prayer meetings at lunch time, and those who don't never make it to senior management.
Let's add another thought into the equation - the role of large organisations in society, and what it really means when a consumer buys a product. It's fairly undeniable that large organisations exert a large footprint in society. In many ways, the consumer's choice of which large organisation to support reflects on which message they want to support too.
Let's take an example - when I support Gloria Jean coffee, I would be supporting the fact that Gloria Jean Coffee uses my dollars to support some dubious Christian practices. That's a clear cut example. A less clear cut example would be the support of Apple over IBM - for the longest time, the choice of using Mac's was intimately connected to the objection over Microsoft's OS dominance.
Putting these thoughts together, I think it's pretty legitimate for someone to boycott DBS Credit Cards based on Josie's actions. Rejecting the product would be a pretty good way of saying that (1) you don't condone DBS putting Josie in a leadership position where she can influence the "personality" of DBS marketing and (2) you don't condone Josie's individual actions, and want to stick it where it hurts - her job performance review.
Think of what I've written, and then think of that Argentinian Transexual applying for a bank loan in a department run by Josie. Think of the reaction that she would be getting, and think whether you want to condone such a message.