20+ Brands That ‘Went Broke’ After ‘Going Woke’

Embracing “going woke” ideologies doesn’t necessarily equate to financial gain for businesses; rather, it can invite significant pushback. Brands that delve into social issues or make bold statements may find themselves facing boycotts. While taking a stand aligning with their brand values can be crucial for some companies, disregarding customer sentiment can lead to heated and unpleasant situations, albeit temporarily. While not all of these companies literally ‘went broke,’ they did experience pushback for some of their ideological stances.

DiGiorno

DiGiorno faced backlash for misinterpreting a trending hashtag about domestic abuse, leading to public apologies but continued criticism.

Target

Target’s Pride collection in 2023 faced backlash due to misinformation, resulting in significant financial losses despite the misunderstanding about the nature of the products.

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Pink Parcel

In 2018, the period subscription service Pink Parcel launched a campaign featuring a transgender man. Intended to challenge stigma, the campaign sparked criticism for potentially overshadowing the challenges faced by biological women during menstruation.

Pepsi

A 2017 short film by Pepsi faced heavy criticism for exploiting racial tensions, with Kendall Jenner offering a can of soda to a police officer. This backlash underscored the importance for marketers to seek diverse perspectives, especially when addressing social justice issues.

Jack Daniels

Jack Daniels faced boycott calls for featuring a drag queen in its ad, sparking backlash from certain segments of its audience.

Adidas

Adidas stirred controversy with its 2023 Pride collection, particularly regarding the representation of gender in its advertising.

MyPillow

CEO Mike Lindell’s heavy involvement in politics, particularly regarding the 2020 election, led to significant setbacks. The company faced losses in advertising platforms and retailer partnerships due to its political affiliations.

Bud Light

Despite being a leading beer company in the United States, Bud Light encountered backlash when working with transgender influencer Dylan Mulvaney. This highlighted the disconnect between the brand’s image and its primary customer base of young, low to moderate income men.

McDonald’s

McDonald’s faced scrutiny for flipping its logo to support women on International Women’s Day in 2018, with calls for tangible support for female employees instead.

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Hyundai

Hyundai’s ad featuring a failed suicide attempt overshadowed its green initiative, leading to public outrage.

Victoria’s Secret

A campaign featuring the tagline “The Perfect Body” received criticism for promoting unrealistic body standards through extreme editing. The company later apologized for the harmful message it conveyed.

Equinox, SoulCycle

Backlash ensued when billionaire investor Stephen Ross, associated with SoulCycle and Equinox, held a fundraiser for Donald Trump. Despite attempts to distance themselves, both brands faced criticism, particularly due to their alignment with the LGBTQ community.

Honey Birdette

Despite facing criticism, Honey Birdette stood by its decision to feature a non-binary burlesque performer and model in its 2023 campaign.

The North Face

The North Face’s advertisement featuring a drag queen for a Pride campaign received backlash, particularly from conservative figures, despite its lighthearted approach.

Victoria’s Secret Rebranding

The lingerie giant faced negative reception when it showcased an ad featuring a plus-sized transgender woman in 2018. Attempting to adopt a feminist viewpoint, the rebranding was poorly received.

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Paramount

Casting Scarlett Johansson as a Japanese character in “Ghost in the Shell” sparked accusations of whitewashing and boycotts, raising concerns about Hollywood’s commitment to diversity.

Snapchat

A controversial question posed by Snapchat in 2018 involving Rihanna and Chris Brown sparked outrage due to their history of domestic violence.

Gillette

Gillette’s attempt to align with the #MeToo movement in a 2019 ad was met with criticism for stereotyping men as aggressors.

SpaghettiOs

A controversial tweet by SpaghettiOs on the anniversary of the Pearl Harbor attack drew confusion and criticism, prompting the company to issue an apology.

Nike

Nike faced backlash for partnering with transgender influencers to promote its products. While criticism arose, it wasn’t as severe as other instances, such as Bud Light’s controversies.

Chick-fil-A

Controversy erupted in May as Chick-fil-A, known for its opposition to marriage equality, hired a vice-president of diversity. Despite minimal diversity efforts, the move was labeled as “going woke” by critics, highlighting the clash between inclusivity and conservative values.

Kellogg’s

Stephen Miller criticized Kellogg’s for featuring RuPaul on Cheez-It crackers and Tony the Tiger posing with a TikTok influencer. This led to accusations of “going woke” and politicizing products, showcasing tensions around LGBTQ+ representation and corporate branding.

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