Commentary
“Get woke, go broke” refers to a company that engages in woke politics and, thereby, alienates a large share of its customers. The canonical example is Gillette. A major seller of men’s shaving products, it ran a 2019 Super Bowl ad attacking men as inherently toxic. The result was customer alienation and an $8 billion writeoff due to a loss of market share. This story has been repeated over and over, with examples ranging across myriad sectors of the economy.
Consider Disney’s recent decision to wade into Florida politics in a very public way, followed by leaked videos of senior Disney executives bragging about the quantity of gay content they inject into their entertainment products. Florida lawmakers promptly stripped Disney of its special tax and governance arrangements, angry protests exploded in front of its California headquarters, and #boycottdisney trended on Twitter.
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