The word “woke” has become almost unavoidable this year, with Republicans using it to describe almost anything they dislike. Here are just 10 of the major “liberal” or “progressive” brands that have come under fire for being woke.
No clear meaning
If you’re wondering what “woke” means, you’re not alone. Even former President Donald Trump, who uses the word frequently, complained about the term in a speech, noting that “half the people [who use it] can’t even define it.”
The origins of woke
The term originated about a century ago in Black protest songs. Its original and fundamental meaning was simply being politically aware — “stay woke.”
Current meaning
Today, as Domenico Montanaro explained on NPR in June, the word has been appropriated by the Right and watered down. “Republicans on the campaign trail are using it as something of a catchall,” Montanaro said, “to criticize anything on the progressive side of the political spectrum they don’t like, whether it’s teaching about racism in schools or gender transition policies or even books and libraries they deem inappropriate.”
Are corporations woke?
Republicans also don’t like any sign of so-called woke-ness in corporations. As with everything else, their definition of what makes a company woke is incredibly broad.
Budweiser
Budweiser is perhaps the most infamous example of a brand boycotted by elements of the Right due to being woke. The beer was targeted after making a promotional video with Dylan Mulvaney, a transgender influencer.
Pepsi
In 2021, Republicans attempting to avoid supposedly woke Coca-Cola turned to Pepsi, only to find out it was woke, too. In this case, “woke” meant supporting LGBTQ equality, which Pepsi has done for years.
Keurig
In 2017, Fox News host Sean Hannity defended Roy Moore, a far-right senatorial candidate who was accused of assaulting multiple teenage girls. Keurig pulled adverts from Hannity’s show, prompting conservative fans to destroy their coffee makers and boycott the company.
Disney
Disney and Ron DeSantis are currently locked in a battle over the Florida governor’s anti-woke, discriminatory legislation. The company opposed DeSantis’s harmful “don’t say gay” bill, and DeSantis responded by attempting to restrict Disney’s various privileges.
United Airlines
When United Airlines announced in 2021 that half of their 10,000 planned hires for the decade would be women and/or people of color, Fox News host Tucker Carlson complained about diversity taking preference over safety. However, United still has a total seven-star safety rating from AirlineRatings.
Nike
When iconic sports brand Nike collaborated with Dylan Mulvaney, incensed conservatives began spreading the news that Michael Jordan had broken ties with Nike in protest. This was utterly false.
Amazon
Amazon is frequently criticized from the left for its dubious business practices, including a poor record on worker safety, but conservatives took issue with the brand’s 2021 inclusion policy. The publication listed various ways to improve diversity, which, despite conservative complaints, has improved diverse hiring.
CVS Health
One of America’s biggest pharmacy chains announced earlier in 2023 that it would dispense abortion pills despite warnings from Republican politicians. The CEO said it was “unacceptable” that the Right was causing the U.S. to slip “backward in maternal health.”
Verizon
In 2021, conservatives freaked out when a rumor spread that the telecom behemoth supported defunding the police and the argument that America is fundamentally racist. However, the brand had simply sponsored a “race and social justice action” program in which its employees could discuss racism and ways to tackle it.
AT&T
The right-wing backlash against AT&T, a decidedly conservative company that has often supported Republicans, is emblematic of the shoddy foundations of conservative boycotts. The company was accused of being “woke” for owning CNN — which it didn’t, having given it up as part of its merger with Discovery. Additionally, conservatives set up an alternative carrier with “conservative values,” PureTalk, which turned out to run on AT&T’s network.
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