Target acknowledged right-wing protests over LGBTQ-friendly products hurt the retailer’s bottom line. But conservatives shouldn’t be too quick to celebrate.
— an act portrayed by the right as nefarious “wokism”:
The phrase “get woke go broke,” employed by some conservatives on social media, suggests that brands which employ inclusive campaigns are angering a significant enough portion of consumers to lead to a material drop in sales. But experts say that inclusive campaigns are, in fact, often lucrative for businesses, serving as an important tool to reach key demographics.
That article quotes a Bud Light executive who had said the beer brand had “been in decline for a really long time” and warned: “If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.”Mark Cuban, owner of the NBA’s Dallas Mavericks, broke it down rather simply, telling the Pittsburgh Post-Gazette: “There is a reason almost all the top 10 market cap companies in the U.S. can be considered ‘woke.’ It’s good business.
I think of the right-wing boycotts like a scarecrow: At first glance, they might ward off some cowardly companies from aligning with marginalized folks. But once you take a closer look, there’s not all that much to fear.
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