“GET WOKE, GO broke,” has become a rallying cry of the political right whenever a brand makes the slightest effort to align itself with liberal or progressive values. It’s a meme that allows MAGA country to believe that there is an ongoing, massive backlash to products that acknowledge and celebrate marginalized communities. But the supposed boycotts never seem to be reflected in the bottom line.
Besides, conservatives already move on to the next outrage by the time we expect to notice any effect. Kid Rock and Travis Tritt declared war last week against brewer Anheuser-Busch for a Bud Light partnership with trans actor Dylan Mulvaney, yet the focus has already shifted to the whiskey Jack Daniel’s because of its ad campaign featuring drag queens — which happens to be from 2021.
With all the companies these grievance peddlers are trying to destroy, it’s unsurprising that some have slipped through the cracks. Though the U.S. economy is facing headwinds and earnings may be down across the board for the first fiscal quarter of 2023, there’s ample evidence that major brands tend to easily weather anti-woke furor.
The right-wingers vowed to ruin some brands, such as United Airlines, Keurig, Carhartt, Disney, Nike, and more but failed in the aftermath.
Estimates show that the global LGBTQ+ community has at least $3.7 trillion in purchasing power and data indicates that compared to generic ads, queer-inclusive ads can help consumers remember brands better, inspire higher-priced purchases and foster a more progressive company image.
