23 Brands That Experienced Backlash After Going Woke
Let’s get one thing straight: Sometimes, there’s a big difference between “going woke” and truly connecting with your target audience.
In today’s politically charged environment, taking a stand on social issues as a business can be risky. Many brands have attempted to capitalize on social trends, only to have their efforts backfire spectacularly when their message comes across as inauthentic or opportunistic.
Here’s a look at the brands that probably wish they could have a do-over.
Gillette
Gillette faced a significant backlash after its 2019 ad campaign tackled toxic masculinity, with the tagline “The Best Men Can Be.” Critics argued the ad accused all men of harboring toxic traits, leading to calls for boycotts. The company reported an $8 billion write-down later that year, attributing part of it to the campaign’s negative reception.
Pepsi
In 2017, Pepsi released a commercial featuring Kendall Jenner handing a can of Pepsi to a police officer during a protest, seemingly resolving the conflict. The ad was criticized for trivializing the seriousness of social justice protests and exploiting them for commercial gain. Pepsi pulled the ad within 24 hours due to the outcry and apologized publicly.
Starbucks
In 2015, Starbucks started the “Race Together” campaign, asking baristas to write the phrase on cups to start conversations about race. The campaign was widely mocked for being tone-deaf and overly ambitious, suggesting complex social issues could be discussed in the time it takes to make a coffee. Starbucks ended the initiative quickly after a flood of negative feedback.
Nike
Nike’s 2018 campaign featuring Colin Kaepernick with the slogan “Believe in something, even if it means sacrificing everything” sparked controversy. While the campaign solidified support among younger, urban demographics, it alienated a significant number of customers who viewed the endorsement as unpatriotic.
Bud Light
In 2019, Bud Light aired a Super Bowl commercial highlighting that they do not use corn syrup in their beer, unlike some competitors. This led to a major backlash from the corn industry and consumers who felt the ad misrepresented the implications of using corn syrup in brewing. The controversy hurt Bud Light’s relations with corn farmers and some consumers, impacting sales.
Dick’s Sporting Goods
After the Parkland school shooting in 2018, Dick’s Sporting Goods announced it would stop selling assault-style rifles and high-capacity magazines. This decision, while applauded by gun control advocates, led to significant backlash from the pro-gun community, resulting in a noticeable dip in sales and a decline in-store traffic.
Ben & Jerry’s
Ben & Jerry’s has long been vocal about various social issues, but their 2020 decision to support defunding the police led to boycott calls from those opposing the movement. The company faced both praise and criticism, with some franchisees reporting negative impacts on sales due to the polarizing political stance.
Lush Cosmetics
In 2018, Lush Cosmetics launched a campaign in the U.K. to bring awareness to the alleged abuse of undercover police powers. The campaign was perceived by some as an attack on the police, leading to calls for a boycott and significant backlash on social media. Lush ended the campaign early after employees faced harassment and stores were targeted by protestors.
Target
Target announced a policy in 2016 that allowed transgender customers and employees to use the bathroom that aligns with their gender identity. The decision led to a nationwide boycott organized by conservative groups, claiming the policy endangered women and children. While Target stood by its policy, it reported a dip in shopper traffic and a decrease in sales.
NBA
The NBA faced criticism and reduced viewership after openly supporting the Black Lives Matter movement during the 2020 season, including featuring the phrase on courts and allowing players to wear protest slogans. Critics argued that sports should not be a platform for political statements, leading to a notable decline in ratings.
Chick-fil-A
Chick-fil-A has historically faced backlash for its donations to organizations that oppose same-sex marriage. While they decided to stop these donations in 2019, the move was seen as too late by LGBTQ+ advocates while simultaneously alienating previous supporters who admired the company’s stance.
Hobby Lobby
Hobby Lobby’s 2014 decision to sue the U.S. Government over a mandate to provide contraceptive coverage in health plans under the Affordable Care Act highlighted its strong conservative Christian ethos. While supported by religious advocates, the move alienated customers who viewed it as an infringement on women’s rights and healthcare.
Goya Foods
Goya Foods faced calls for a boycott in 2020 after its CEO praised President Donald Trump, leading to intense public and political reactions given Trump’s controversial policies impacting Latino communities. While some called for support of the brand in reaction to the boycott, others decided to avoid Goya products because of the perceived alignment with divisive politics.
H&M
In 2018, H&M faced worldwide outrage after marketing a hoodie with the phrase “Coolest Monkey in the Jungle” modeled by a Black child. This was seen as racially insensitive, leading to store vandalism and a global call for boycotting the brand. The fashion retailer apologized and pulled the product, but the incident left a lasting impact on its public image.
Equinox & SoulCycle
In 2019, customers of Equinox and SoulCycle called for boycotts after it was revealed that the chairman of their parent company planned a fundraiser for President Donald Trump. Many members, including celebrities, publicly canceled their memberships because they felt the brands’ values were incongruent with their own.
Airbnb
Airbnb faced significant backlash after delisting properties in Israeli settlements in the West Bank in 2018, a move praised by human rights groups but criticized as discriminatory by Israel supporters. The decision led to legal challenges and accusations of anti-Semitism, ultimately leading Airbnb to reverse its decision.
NFL
The NFL’s handling of the national anthem protests, initiated by Colin Kaepernick in 2016 to highlight racial injustice, created a rift among fans, some of whom saw the protests as unpatriotic. The league’s initial lack of support for Kaepernick and subsequent attempts to appease both sides resulted in a loss of credibility and viewership.
Autodesk
Autodesk faced backlash after publicly supporting various social justice initiatives, which some customers felt were unrelated to its business as a software vendor. Critics argued that the company should focus on its products rather than taking political stances, leading to a vocal subset of customers threatening to switch to competitors.
Twitter’s attempts to moderate content and handle misinformation, particularly around political topics, have frequently led to accusations of censorship and bias. Efforts to ban or flag content have caused an uproar among various user groups who see such actions as contradictory to free speech principles.
Netflix
Netflix stirred controversy with its 2020 release of “Cuties,” a film criticized for its portrayal of young girls in provocative ways. The streaming giant defended the film as a social commentary against the sexualization of young children but faced a significant subscription cancelation spree known as the #CancelNetflix movement.
Under Armour
Under Armour CEO’s public support for President Trump’s pro-business approach in 2017 led to a backlash among its predominantly young, urban customer base who opposed Trump’s policies. The brand faced calls for boycotts and public criticism from high-profile endorsers, highlighting the risks of CEOs making political statements.
Josh Dudick
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