We’ve all heard the phrase “go woke, go broke” being thrown around a lot lately. It’s the idea that when brands try to be too politically correct or inclusive, they end up losing customers and going bankrupt. Does this work? Or is it a way to just saber rattle to no end?
Let’s start with some definitions. The term “woke” is often used to describe someone who is aware of social and political issues and seeks to challenge systemic inequalities. It’s a positive term that reflects a desire for progress and change. But some people have twisted it into a negative term, using it to mock and criticize anyone who is seen as overly politically correct or sensitive.
“Bud Light” is a moderately priced, lighter-caloried version of the “King of Beers,” Budweiser. It is mostly drunk by people who just got out of college and feel that they’re too refined for Natural (Natty) Light. In 2016, Bud Light featured a same-sex couple in one of their Super Bowl ads and also has hired a post-transformation trans influencer to appear on their cans, Dylan Mulvaney. This has angered opponents of the LGBTQ+ community.
So where does “go woke, go broke” fit into all of this? It’s simply a way for narrow-minded people to dismiss any attempts at progress or change as a threat to their way of life. It’s a way to claim that any brand that dares to be inclusive or diverse is just pandering to a small minority and will inevitably fail. But this argument ignores the fact that people are increasingly demanding more from the brands they support in the way of social justice and inclusiveness. They want to see companies that reflect their values and are willing to take a stand on important issues.
The truth is that attempting to restrict behavior is a flawed approach. It’s a way to try and control the narrative and maintain the status quo, even in the face of overwhelming evidence that change is necessary. But the world is constantly evolving, and brands that refuse to adapt will ultimately be left behind. Even for a terrible beer, they want to continue selling terrible beer to as many people as possible for as long as possible.
Is Bud Light nervous? Not even close. In fact, the company’s sales actually increased in the months following the Super Bowl controversy.
This is just one example of how the “go woke, go broke” mentality is flawed. It assumes that everyone who disagrees with a brand’s messaging or values will automatically stop buying their products. But in reality, people are more complex than that. They might not agree with everything a brand does or says, but they might still enjoy their products and be willing to continue buying them.
At the end of the day, the “go woke, go broke” mentality is just a silly way for people to try and cancel everything that doesn’t fit their narrow worldview. It’s a way to claim that any form of progress or change is somehow a threat to their way of life. But the reality is that brands will continue to evolve and adapt to the changing world around them. And if they happen to upset a few people along the way, that’s just the cost of doing business.
So the next time you hear someone say “go woke, go broke,” just roll your eyes and move on. It’s a tired and outdated argument that doesn’t hold up to scrutiny. And as for Bud Light, well, they’ll be fine. If you feel very strongly about it, have yourself a Corona, or a Busch Light or some of that Natty Light from college. Ignore that those are all also owned by InBev, the parent company of Budweiser.
(Get more from Chris Kamler on Twitter where you’ll find him as @TheFakeNed)