Poll Shows “Disconnect” Between Woke Corporations And The American Consumer

Modern American corporations seem determined to embrace whatever ‘woke’ fad gripping the nation in a race to the bottom. Be it equity reform, incomprehensible pronoun guidelines (I am talking to you Microsoft), subconscious bias training, or foolishly supporting the defund the police movement, progressive businesses have incorporated ‘wokeism’ as a business strategy. For many businesses today, it is easier to find their equity platforms than it is to find their customer service contact information.

Although it may feel good for the Social Justice Warriors in the boardroom, the reality of the marketplace may soon be impacting the bottom line. A new Heartland Institute and Rasmussen Reports poll found that only 1 percent (not a typo) supports businesses pursuing SJW causes as a top priority. You can find the actual survey question here. Undoubtedly businesses will lose customers who would instead not engage in complex political analysis when purchasing products from ‘non-woke’ competitors.

Large corporations may shrug off losing a percentage of profits. Still, small businesses attempting the same strategy may be destroying themselves if you consider that most businesses run on a profit margin of around 2 to 8 percent, according to the US Small Business Administration Office of Advocacy.

It would seem that most Americans do not want the ideological wars that are being fought in the political arena internationally to bleed into the domestic marketplace either. According to the poll, 53 percent of voters do not want international institutions to impose regulations that would impact American businesses. It means that consumers prefer those issues like climate change, immigration, and other hot button social causes be handled by our own elected officials instead of unelected international bureaucrats (an argument can be made that we are trading one set of incompetent officials for another, but at least they are our incompetent officials).

When they go to the supermarket to buy what they need, the vast majority of Americans do not want to be told what to think. What is unclear is will American businesses realize this before going broke on the altar of wokeness.