It was a relatively simple question. In fact, a pretty simple question though not a mind reader.
Exactly what the "motivation" are you talking about? Change what motivation? Are you interested in helping Lowes make lots of profits?
Irregardless of the "motivation" companies live and die by their ads and whether its worth to contribute their advertising dollars or not. Money is usually the motivation, if not always, rather than about race as a reason. Lowes wasn't the only one that pulled their ad yet the focus is on Lowes. Pulled an ad from a not very popular show and people get upset. So, now, if Lowes decides to put their ad back in then they must leave it in from now for perpetuity until that show stops airing? Lowes can never leave again?
Money talks, I suppose. That's the motivation. Because of this outrage, companies will make an added effort to make sure whether it's worth to place an ad first and later should they pull it, for whatever reason, would not be faced with a bunch outrage?