As of the writing of this article, Chick-fil-A has become the latest target of conservative outrage after revealing their search for a head of diversity and inclusion. The frequency at which companies find themselves in the crosshairs of those against "woke" capitalism has surged since Anheuser-Busch's social media campaign featuring transgender influencer Dylan Mulvaney.  

This phenomenon, known as the "woke-lash," has sparked controversy surrounding corporations and their stance on social issues.  

A new research from the Harris poll suggests that Americans are growing fatigued by this trend, however, with a majority agreeing that corporations should refrain from commenting on political or social matters. Is there a growing sense of "woke fatigue" among the populace? 

Defining "Woke" 

In our current sociopolitical climate, the term "woke" has evolved to encompass anything associated with diversity and inclusion, often used by conservatives in a negative context. Originally rooted in the Black community, "woke" served as a watchword for Black Americans to remain vigilant against racially motivated violence. It has since been politicized and appropriated, used to demean and divide, far from its original intention. 

Weaponizing "Woke"  

Let's go deeper. For Black Americans during segregation, being caught "sleeping" could cost you your life. So, over the years, communities of color have been encouraged to stay "woke" or vigilant, always on guard to preempt unprovoked violence. Fast forward to 2020, post-George Floyd, when the world was awakened to the social injustices woven into the American tapestry, thrusting diversity and inclusion into the limelight and at odds with the status quo. 

Enter the problem. With the U.S. population on track to achieving a multicultural majority by 2044, companies and brands are looking at the facts – the future is multicultural, so we need to embrace the diversity driving the next round of consumer purchase decisions. Plus, it's the right thing to do. The result? For Bud Light, a catastrophe for a few reasons. 

Bud Light Backlash 

Marketers may be divided on this, but in terms of the woke-lash, this is a classic case. Bud Light recently partnered with Dylan Mulvaney to create a one-of-a-kind beer can commemorating her first year as a woman. Mulvaney shared a clip of the can on her social media, igniting conservative outrage. The hashtag #BoycottBudLight began trending, and instances of Bud Light cans being smashed, run over, and even shot by Kid Rock made headlines. 

Conservatives celebrated when earnings reports indicated a decline in Bud Light sales and subsequent declines in stock price. But it's important to note that Bud Light had already been experiencing a steady decline in market share and volume for the past two decades. Justin Kendall, editor of Brewbound, affirms that the numbers speak for themselves. While the boycott may have had some effect, Bud Light needed to take action to revive its brand.  

Some argue that apart from the political blowback, the campaign is an epic fail because Bud Light ignored their audience. Others applauded their efforts but were disappointed with their response to the backlash. Bud Light's campaign lacked the necessary groundwork and authenticity to be successful, which became evident through their subsequent statements and confusing advertisements. Instead of standing behind Dylan Mulvaney and the LGBTQ+ community, they wavered, alienating both their core consumers and potential new customers. 

Target and PRIDE 

Unfortunately, Target fell into a similar trap. It was disheartening to witness the pressure placed on Target to remove some of its Pride merchandise, despite the company's long-standing support for the LGBTQ+ community. Just weeks before the controversy, Target's CEO emphasized in a Fortune article that diversity and inclusion were integral to the company's growth for the past decade.  

Emboldened by large organizations capitulating to a vocal minority, the "woke-lash" effect has extended its reach to nearly every company expressing solidarity with the LGBTQIA+ community during Pride Month. This backlash has affected brands ranging from PetSmart to Chick-fil-A, the latter receiving boycott threats over a job posting related to diversity and inclusion rather than Pride Month itself. 

It is crucial to recognize that Pew data indicates a majority of Americans support gay marriage, racial advancement, and diversity, equity, and inclusion (DEI) issues, and most consumers won't shop with a brand that doesn't prioritize DEI.  

Final Word 

So, to answer the question, is there woke fatigue? Yes. But perhaps not for the reasons you think. The country, in general, is moving towards greater inclusivity, but the ensuing maelstrom to get there is emotionally bankrupting society, particularly those most impacted – diverse audiences. When comments comparing "woke supremacy" to "racial supremacy" become commonplace, or books are pulled from school library shelves and high school curriculum is gutted, it has an impact. The "woke-lash" represents the pushback of a vocal minority, and marketers should consider this when navigating social issues in their campaigns. But marketers must remain steadfast in supporting LGBTQIA+ and other underrepresented groups. 

By doubling down on their commitment to diversity and inclusion, marketers can align themselves with the prevailing sentiment and contribute to creating a more just and equitable society.