Florida Governor Ron DeSantis has escalated his battle with Disney, offering to build a prison next to Disney’s theme park complex in a retaliatory act for Disney speaking out against a Florida bill designed to ban elementary school classroom discussions about sexual orientation and gender identity. Despite the Governor’s increasingly petulant behaviour, Disney continues to show its mettle by staying true to its values and continuing to weigh in on issues relevant to its business and its employees, while highlighting its stance on diversity and inclusion with a Pride Nite event at Disneyland next month amid the unfolding drama in Florida. Disney is using this conflict as an opportunity to outline its corporate values and ethics, successfully positioning itself as a hero standing up for its principles, in contrast to DeSantis, the villain, who is being criticised for being anti-business as well as anti-Florida.