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Companies Paid Price for Drowning Out Silent 'Unwoke' Majority

woke being erase away by pencil eraser
(W.scott Mcgill/

James Hirsen By Wednesday, 23 August 2023 11:17 AM EDT Current | Bio | Archive

The need to speak is fundamental.

Whether accomplished through verbal, non-verbal, or myriad other means of connecting, communication is a rudimentary part of just being human.

Even if denied we remain resilient, and we try again to hear and be heard.

Despite recent efforts to inhibit free communication, our human connection was made manifest, albeit in a roundabout way, as necessity dictated.

An analysis of consumer choices that have been made over the past several months is providing a window into repressed public opinion.

To put it plainly, the silent unwoke majority sure seems to have found its voice.

We can hear it in the consumer purchasing activity of wildly popular music, movies, and streaming products, including Jason Aldean's "Try That in a Small Town" music chart-topper, Oliver Anthony's "Rich Men North of Richmond" download phenomenon, "The Sound of Freedom" motion picture triumph, and "The Chosen" series streaming success.

In a free marketplace, brands can quickly become tainted if companies do things that their customers find offensive. Retail giant Target is the latest company to hear the silent unwoke majority's roar.

Recently, the company reported its first sales and revenue decline in six years, with comparable sales in its second quarter falling more than 5%, when compared to last year. It suffered a drop in number of transactions as well.

The plunge in sales occurred following a boycott by those who were outraged at the store's promotion of transgender ideology and related merchandise for children as well as adults.

Target's CEO told investors that the company's sales fell because of "multiple headwinds" that had slowed down business. However, the biggest cause of the company's woes is most likely the corporate decision to go woke.

One of Target's merchandise partners, U.K.-based brand Abprallen, was discovered to have produced apparel depicting satanic imagery. Even though the demon-draped items were not sold at Target, the partnership appears to have intensified the anger that had fueled the original boycott.

Similarly, Bud Light continues to suffer financially from a boycott that was prompted by the decision to associate the formerly popular beer with a transgender social media personality.

Needless to say, the customer base was not pleased by the company's woke left turn. Bud Light sales dropped more than 25% for the week ending Aug. 5, with volumes down nearly 30%.

It is owned by Anheuser-Busch InBev, which has found its entire portfolio of beers severely hurt in the woke implementation process. Anheuser-Busch InBev shares fell 6% during a six-month period, while the S&P 500 had simultaneously gone up 8%.

Bud Light's losses led the company to place its marketing vice president on leave, and hundreds of workers had to be let go.

Disney is another company that has severely damaged its brand, incoming revenue, and reputation, particularly when it comes to its most needed fans; i.e., the paying population of parents, grandparents, and guardians. The Mouse House is currently more famous for its family-unfriendly content, and its political stance against the State of Florida's child-protecting education bill.

With their significant losses following multiple boycotts by the silent unwoke majority, Target, Bud Light, and Disney now serve as cautionary tales for other business concerns.

If avoiding a similar fate is the goal, the above-described consumer reaction provides an ideal lesson for companies that are thinking about implementing woke practices and policies.

In order to preserve their valuable brands, companies need to be extra attentive to the potential minefield of a polarized society amplified by social media.

Additionally, possessing a basic knowledge of the human need to relate to one another, and actually caring about the beliefs, attitudes, and aspirations of the customers to which you cater, are simple common sense business axioms.

The voice of the silent unwoke majority may not exactly be music to the ears of woke corporations.

But it sure sounds sweet to those of us who still live free.

James Hirsen, J.D., M.A., in media psychology, is a New York Times best-selling author, media analyst, and law professor. Visit Newsmax TV Hollywood. Read James Hirsen's Reports — More Here.

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To put it plainly, the silent unwoke majority sure seems to have found its voice.
silent, majority, woke, voice
Wednesday, 23 August 2023 11:17 AM
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