Businesses are finding out being woke isn't what it used to be. After many companies went overboard with virtue signaling and liberal activism in the aftermath of the George Floyd protests and COVID pandemic, that trend has reversed just four years later. A new Gallup survey finds just 38% of Americans think businesses should take a stance on political issues, down 10% from two years ago. The same survey finds people are now less likely to buy products from companies that openly endorse political causes or candidates.
Some companies have recently learned this lesson, as Harley Davidson, John Deere and Tractor Supply have all been forced to respond to accusations of supporting liberal policies. In the cases of Deere and Tractor Supply, both pledged to reverse the policies and stay out of politics moving forward.
This rapidly changing political climate has been tricky for companies to navigate. "Because of how divided we are now, it has made it very difficult (for companies) to take a political stance," says Anthony Russo, political analyst and podcast host. "They have to understand the ramifications...like Tractor Supply...they've got to understand that if they go political, they're setting themselves up for cancellation."
Russo tells KTRH that conservatives have taken over the lead role in the marketplace in cancelling companies that go woke, as evidenced by what has happened with Bud Light, Tractor Supply, John Deere, etc. "Especially for businesses that lean toward woke messaging, I think they're seeing it backfiring more than those that lean right," he says. "I do think that the more woke they go, the more danger they face to their bottom line."
"But I have noticed it's not the same for conservative-leaning businesses," he continues. "I mean, nobody's hurting at Chick-Fil-A these days."
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