Woke is the New Marketing Strategy

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Image: Twitter ScreenGrab

Global corporations have a new partner in helping them cover up human rights abuses and outright slavery, the American Left. Many Americans have likely scratched their head at some woke campaign from a company one of the most notable being Nike using Colin Kepernick as a figurehead in the middle of a national debate about whether sports stars should respect the national anthem and the Star-Spangled Banner. Wokism is merely another marketing tactic, you do something that will get people talking, whether positive or negative, and your brand will trend, it’s a simple model.

The reality is that Nike became a symbol for the Left because left-wing media claimed, “Conservatives were outraged!” over Colin Kapernick being a spokesman for Nike, of course this resulted in liberals likely virtue signaling Nike products to let everyone know that they were an ally for Kapernick, and probably Black Lives Matter too. This probably created a strange environment for organizations who have been attempting to shut down Nike’s use of slave labor and sweatshops since any attempt they would make to raise awareness of human rights abuses by Nike were likely met with “what are you one of those dumb Conservatives who listens to Tucker Carlson?”. It’s an ingenious marketing strategy where liberals will just assume any criticism of Nike is from someone who hates black people, because that’s the kind of rhetoric that the liberal media uses.

 

Obviously, Nike is getting attention because Enes Kanter has unapologetically demanded Nike respond to accusations of forced labor in China, primarily by Uyghurs minorities being held in concentration camps, but Nike is not the only company facing human rights questions who are using woke marketing to sweep their human rights abuses under the rug. Twix released a weird commercial for Halloween where a boy dresses like a princess, and his nanny (who is an actual witch) assaults children who tell him he’s weird for dressing like a girl, at no point is a Twix bar mentioned in the commercial. The main marketing tactic here is that people are going to talk about Twix, because people rightfully will point out how weird it is that a candy company is advocating for transgender children (the boy looks to be about 5 or 6) and Twix gets to claim their being attacked by a bunch of bigoted transphobes.

 

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Twix happens to be owned by the candy company Mars, who on September 29th, with other candy companies filed a motion to dismiss for a federal lawsuit brought on by 8 formerly enslaved children from Mali. Since there will be a decision made soon regarding that motion to dismiss, it has the potential to become a news story, but no self-respecting woke journalist is going to write the story because they don’t want people thinking they’re siding with the hateful, transphobic right wingers! This is exactly why these companies make these commercials. Not only do they get the rage buying from the Left so they can show how virtuous they are, but they also create an environment where no media outlet will scrutinize their business.

There doesn’t always need to be some sinister cover-up for woke marketing either. Conservatives don’t boycott businesses, in fact, they’re actively discouraged from doing so by many Conservative voices because it’s viewed as a “liberal tactic”. It has always confused me how people who are supposedly supporters of the free market given that if a company is doing something stupid or disagreeable, consumers could voice their displeasure with those decisions by withholding their business. Granted, the cynic in me has seen a trend among establishment Conservatives who think anything that allows regular people to have a voice is somehow dangerous and they attempt to give it the ominous label of “populism” because apparently the public being recognized is some sort of pejorative.

 

The overall point is that corporations have seen that politics are weaponized and are going to profit from that weaponization. If being woke is profitable, corporations are going to continue to do it, and the only way to stop it is to make it unprofitable. As we’ve seen with recent school board protests, all it takes is a few people to speak out, and then you realize the majority of your neighborhood supports you.

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4 thoughts on “Woke is the New Marketing Strategy”

  1. Well, Mars Candy Company can go to Hell.
    I guess I’ll not bother with the next Twix, at the checkout. Someone else can eat that melted chocolate. My wife still laughs about my former addiction to Mars Bars, years ago.

    It used to take a leap to think someone would come up with such a dumb idea and take it to the public, in order to sell a product. Market that product to the 2% of the public who promotes young boys to wear dresses. That’s interesting marketing. I guess once you’ve sold a gazillion candy bars, and made the Forbes top 100 Billionaires list, you gain the moral superiority to do stupid things. I wonder if the remnants of the Mars family knows about this ad?

    • ” I guess once you’ve sold a gazillion candy bars, and made the Forbes top 100 Billionaires list, you gain the moral superiority to do stupid things. I wonder if the remnants of the Mars family knows about this ad?”

      this would be a great theme for an article

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