In the last week of June, we have decided to give El American‘s Idiot of the Week award to all those companies that, especially during this month, have been proudly subservient to the dictates of politics. We’ll call this phenomenon “Corporate Wokeness.”
June is for wokes, social justice warriors and progressives in general like the rutting season for cats. They enter a lysergic state, and have managed to infect hundreds of companies that are at pains to try to prove they are the wokest of the wokes.
In a kind of arms race of the progressive, each company boasts the strongest and most unconditional adherence to every leftist postulate imaginable.
Gillette wants to be so feminist that it is willing to insult men, its main customers. Coca-Cola wants to appear so anti-racist, it lectures its employees to be less white. If the narrative goes that capitalism imposes canons of beauty unattainable for flesh-and-blood feminist women (usually with much more flesh than bone), then Victoria’s Secret fulminates its angels and replaces them with leftist activists.
The MLB, NBA, NFL and just about every sporting competition in existence kneels at BLM’s bidding. Far from withdrawing support, if an athlete says he intends to burn the US flag, his corporate sponsors will announce that they will give him the matches.
And, of course, now all the companies flood everything in rainbow colors. Well, not everything. In their markets in, for example, Saudi Arabia or Turkey they don’t show such chromatic boldness. Just where showing your support would have a real and necessary impact is where corporate wokeness is conspicuous by its absence. That would take some courage and guts. It’s one thing to posture and another to put one’s life on the line.
Corporate wokeness wants to cash in on politics, trying to project an image of rebelliousness and even anti-system, in the hope of selling more. They are idiots. First, because they are trying to please a minority that has no intention of giving them their money, but of destroying capitalism. And secondly, because woke is not very rebellious. They only join the wave of cultural fashion that the left tries to impose by controlling the narrative and the masses.
The woke companies that today think they are so special, are the ones that if they had been in Germany 90 years ago would have worn brown colors and waved the swastika flag.