Some Companies Are Marketing Themselves As “Woke-Free”

I can’t quite tell if the NY Times is upset or not that some companies are taking the route of not going political, not going SJW, not virtue signaling

Some Businesses Make ‘Woke Free’ a Selling Point

Jonathan Isaac is a forward for the NBA’s Orlando Magic, but he is perhaps better known as someone who chose not to protest police brutality against Black Americans during a summer of widespread activism involving racial injustice.

Isaac, who is Black, turned that singular moment in July 2020 — when he decided not to join many other NBA players in kneeling during the national anthem as the league restarted in a COVID-19 “bubble” setting in Orlando, Florida — into a platform as a conservative political activist. In 2022, he spoke at a rally of Christian nationalists and anti-vaccine Americans and wrote a book about why he did not join the protest. This year, he started Unitus, an apparel company centered on “faith, family and freedom.”

“I wanted my values to be represented in the marketplace, especially when it came to sports and leisure wear,” Isaac said in an interview.

Most companies used to do everything they could to avoid political controversies and, by extension, risk alienating potential customers. No longer. Seemingly everything in the United States is political now, including where you shop for socks and leggings.

Which means the company will be despised by the Left, much like Hobby Lobby

Unitus is one of a growing number of companies — from clothing retailers to pet care businesses — trying to appeal to those who have recoiled from what they see as corporate America pushing a progressive, liberal agenda. Unitus is featured on PublicSq., an online marketplace aimed at promoting companies it calls “pro-life,” “pro-family” and “pro-freedom.” PublicSq. began in July 2022 and now has more than 65,000 small businesses on its platform, noting a spike in numbers after the Bud Light and Target disputes.

The platform offers “a nice, refreshing sort of break” from companies that have voiced more progressive views, said Michael Seifert, the founder and CEO of PublicSq., mentioning businesses like Target, Ben & Jerry’s and Bank of America.

I’ll be honest, I’m not so sure I like companies pushing anything other than their products and services, unless the company is specifically about those values. I do not need a side of something else. That said, most of these companies will simply say their values, and not push them on consumers, much like Chik-fil-A, a Christian based company, which does not preach, they just serve food. And close on Sunday.

Since Donald Trump was elected president in 2016, large corporations have faced heightened scrutiny — both from potential customers and their own employees — concerning their values. This includes everything from how companies publicly reacted to policies like Trump’s ban on immigration from several Muslim-majority countries to political donations by companies or their top executives.

You had to know they would mention Trump, right? This “values” thing, which is mostly just posturing to please moonbat activists over the majority of their customers, started long before, especially with ones proclaiming allegiance to the climate cult as far back as the Bush43 administration. For the most part, companies should just do their job, sell their products and services, without the side of unrelated issues.

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