In today’s culture war, “woke” has become a buzzword for policies and ideologies that focus on progressive social issues, often at the expense of traditional American values. Many companies sold out for profits from Soros and embraced this trend, prioritizing Diversity, Equity, and Inclusion (DEI), LGBTQ+ causes, and politically charged movements like Black Lives Matter. For normal American families, these actions can feel like a direct assault on the values of faith, family, and country.
The term “woke” is now synonymous with an agenda that critics argue promotes identity politics over hard work, patriotism, and merit. Companies implementing these policies often face backlash and financial losses, proving that many Americans are tired of being lectured and disrespected by the brands they once trusted. Below are examples of how some companies have gone woke, the backlash they’ve faced, and the economic consequences of their decisions.
1. Bud Light and the Dylan Mulvaney Controversy
In April 2023, Bud Light launched a marketing campaign featuring transgender influencer Dylan Mulvaney to promote the brand on social media. The partnership sparked immediate outrage among Bud Light’s core demographic—everyday, hard-working Americans who felt insulted by the company’s political statement.
Customers and public figures such as Kid Rock and Travis Tritt led a boycott, with viral videos showing people destroying Bud Light cans. Sales of the beer tanked, dropping by more than 25%, and Bud Light lost its status as America’s top-selling beer. Anheuser-Busch, Bud Light’s parent company, saw its stock value plunge by billions. This campaign became one of the most infamous examples of how alienating loyal customers in favor of progressive activism can backfire spectacularly.
2. Target’s Gay Pride Merchandise
Target, long a favorite store for American families, came under fire in May 2023 for its controversial Pride Month collection. The display included merchandise aimed at children and products designed by a known LGBTQ+ activist who incorporated occult symbolism into his designs. Many customers were outraged that Target appeared to be pushing radical gender and sexual ideologies on children.
Boycotts erupted across the country, with families voicing their concerns and many choosing to shop elsewhere. Target responded by pulling some of the items from shelves but faced criticism from both sides—conservatives saw the move as too little, too late, while left-wing activists accused Target of caving to “bigotry.” In the aftermath, Target’s stock value plummeted by over $9 billion.
This event served as a stark warning for other companies that attempting to push social agendas on consumers, particularly children, can lead to significant losses and damage to brand loyalty.
3. Starbucks: Anti-Gun and Anti-Police Policies
Starbucks has made several decisions over the years that have alienated conservative customers. One of the most controversial was its ban on open carry firearms in 2013, even in states where it is legal. The company cited safety concerns, but many gun owners saw the move as an attack on their Second Amendment rights.
In 2018, Starbucks doubled down on its social activism by implementing “racial bias training” for all employees after a highly publicized incident involving two Black men at a Philadelphia store. Critics argued that the company painted law enforcement and conservative Americans as inherently racist. Starbucks’ policies and messaging often appear to prioritize social justice causes over common sense and customer comfort.
Starbucks has maintained a reputation of liberalism and it is not going well for them as other alternatives keep popping up to compete with them from the right.
4. Disney’s Culture Shift
Disney, once a beloved symbol of family-friendly entertainment, has taken a sharp turn toward progressive activism in recent years. The company has incorporated LGBTQ+ themes into several of its movies and TV shows, often sparking controversy. For example, Lightyear (2022) featured a same-sex kiss, prompting bans in several countries and pushback from parents in the United States who believe children’s entertainment should remain free of sexual and political content.
Disney also entered a high-profile battle with Florida Governor Ron DeSantis in 2022 over the state’s Parental Rights in Education law, which restricts discussions of sexual orientation and gender identity in elementary schools. Disney publicly condemned the law, resulting in the state revoking the company’s special tax privileges. Disney’s stock has since struggled, as many families now view the company as out of touch with their values.
5. Nike’s Colin Kaepernick Ad Campaign
In 2018, Nike stirred controversy by featuring former NFL quarterback Colin Kaepernick—best known for kneeling during the national anthem—in a major ad campaign. The ad’s tagline, “Believe in something. Even if it means sacrificing everything,” was seen as a direct endorsement of Kaepernick’s anti-police and anti-American protests.
The ad triggered nationwide boycotts, with videos of customers burning Nike products going viral. Critics argued that Nike was disrespecting the flag, the military, and the values of patriotism and sacrifice that many Americans hold dear. Despite the backlash, Nike experienced a short-term boost in sales due to support from younger, progressive customers. However, the campaign deepened the divide between traditional, patriotic families and corporations pushing leftist agendas.
6. The Rise of DEI Programs in Corporate America
Diversity, Equity, and Inclusion (DEI) programs have become commonplace in many large corporations, but their implementation often sparks controversy. Critics argue that these initiatives prioritize quotas and identity politics over merit and competence, leading to a decline in workplace morale and productivity.
For example, Coca-Cola faced backlash in 2021 for a training program that urged employees to “be less white.” Many Americans, especially those who value individual responsibility, equality under the law, and a merit-based system, saw this as an attack on their identity and traditional values. Critics argued that the training fostered division rather than unity by promoting identity politics over respect for all employees. After facing significant public outrage and bad press, Coca-Cola distanced itself from the program, but the damage to its reputation among conservative customers was already done.
This case, like many others, highlighted a broader concern with DEI initiatives that prioritize racial and identity quotas. Supporters of these initiatives claim they help address systemic inequalities, but critics believe they undermine the principle of treating everyone equally, regardless of background, by elevating certain groups over others.
Economic Consequences and Public Reaction
When companies adopt woke policies, their economic performance often suffers in the face of backlash from traditional, faith-based, and patriotic consumers. For example, both Anheuser-Busch and Target lost billions in market value due to boycotts sparked by their controversial marketing decisions.
The rapid decline of Bud Light’s market position was particularly shocking, as it was dethroned as America’s best-selling beer—something that had seemed impossible before the Dylan Mulvaney incident. Similarly, Target experienced a sharp decline in both foot traffic and stock price after its Pride collection backlash. In both cases, these companies underestimated how strongly many Americans would react to perceived attacks on their values.
Even Disney, a company that once held a sacred place in the hearts of families across the country, has seen significant challenges. As the company doubled down on progressive themes in its content, many families canceled Disney+ subscriptions and avoided new Disney movies. The company’s stock and theme park attendance reflected this dissatisfaction. Disney was forced to scale back certain projects, though it has so far resisted calls to make substantial changes to its creative direction.
The trend is clear: brands that go woke often face financial turbulence, customer alienation, and long-term reputational harm. Some companies have learned this the hard way, while others continue to push these policies despite the consequences.
Why Wokeness Divides Corporate America and Consumers
At its core, the issue comes down to a clash of worldviews. Many Americans, particularly Christian, family-oriented, and rural voters, view woke policies as an attack on their way of life. These customers cherish traditional values such as religious freedom, individual responsibility, and patriotism. For them, corporate efforts to promote DEI, LGBTQ+ activism, and political movements like Black Lives Matter are not simply neutral business strategies—they are aggressive ideological stances that seek to undermine those values.
On the other hand, companies often justify their woke policies by claiming they are catering to younger, urban, and socially progressive audiences. These consumers expect brands to align with their social and political values. In doing so, however, businesses risk alienating older and more traditional demographics, who make up a significant portion of the market.
This growing polarization between corporations and consumers is not likely to subside anytime soon. With political tensions high across the country, many Americans are making their purchasing decisions based on which brands support or oppose their values. Companies that fail to recognize this cultural divide risk alienating customers on both sides of the spectrum.
Go Woke, Face the Fury: Patriotic Americans Will Destroy Companies That Betray Traditional Values
The phrase “go woke, go broke” has become a powerful warning from patriotic Americans who are fed up with corporate activism. Companies that choose to embrace woke policies will inevitably face the wrath of millions who are ready to defend traditional values. Backlash, boycotts, and plummeting stock prices are not just possible outcomes—they are the new reality for any business that disrespects faith, family, and patriotism. For Christian, family-oriented Americans, these corporate controversies represent more than marketing blunders; they are front-line battles in a cultural war over the future of America’s core values. Companies that ignore this warning do so at their own peril.
As more companies face the consequences of woke policies, the message is clear: respect for customers’ beliefs and values is crucial to maintaining brand loyalty. Businesses that dismiss or antagonize their core audiences risk not only their reputation but also their bottom line. The choice for corporate America is simple—stay focused on serving customers, or risk losing them altogether.
