Personal beliefs have a strong place in business IMO, otherwise you simply follow the masses rather than set your own standard. Business is about setting your own standard, and your company's own standard.
Some may not believe in your business practices or beliefs, and may even attack them at some point, but when you own a business, staying true to yourself first allows you to stay true to your business.
You should never go along with something you don't believe in, just for a dollar. At the end of the day you'll ask yourself if you're proud of what you did for that dollar, and if you stuck to your guns or became a sellout to get it.