Commentary
“Get woke, go broke” refers to a company that engages in woke politics and, thereby, alienates a large share of its customers. The canonical example is Gillette. A major seller of men’s shaving products, it ran a 2019 Super Bowl ad attacking men as inherently toxic. The result was customer alienation and an $8 billion writeoff due to a loss of market share. This story has been repeated over and over, with examples ranging across myriad sectors of the economy.
