Whether it’s out of fear of social media outrage or marketing heads really buying into the 21st-century cause du jour, some of the world’s biggest brands have embraced social justice. From Nike to Gillette, well-known companies are spreading the social justice warrior disease, hoping to capture a segment of the woke population through million-dollar virtue-signaling campaigns. The irony is lost on both sides – SJWs want to dismantle capitalism and businesses are catering to these fine folks who apparently hate their ways.
…because they did not assimilate to allowable opinion, they were terminated.
Ford Motor Company has become the latest iconic American company seeking to pad its bottom line by showcasing to the world how woke it is. But the business’s leadership has been disappointed to discover that not all of its working-class employees are as progressive as they initially thought – they’re too busy struggling to put food on the table and pay the mortgage to learn about the 53 different genders.
And, as expected, because they did not assimilate to allowable opinion, they were terminated.
Ford Fires Contractor
In October 2018, the automaker announced that it was supporting a male engineer’s transition to a transgender identity. Ford internally posted a photo of the transgender man waving a rainbow flag, with a car covered in rainbows and the Ford logo. The image featured a caption: “An Evolution to Happiness: Ford’s Progressive Corporate Culture Helps Engineer Take Transformative Step.”
A contractor at its Michigan plant dared to disagree with transgender identity by pointing out that “human beings are male or female,” adding that “socio-cultural reality of gender cannot be separated from one’s sex as male or female.”
For this statement, he was immediately given the pink slip and ordered to leave the premises.
The contractor told PJ Media:
“Ford said that because of my comment and the intolerance that it represented (or so they accused me of) that my services to them would cease immediately. I was told this in an unscheduled 1 on 1 meeting with my boss and an HR representative. I was told to pack up my belongings immediately, to leave my badge and computer, then I was walked out of the building like a criminal.
I am quite sure this post was the reason!”
He conceded that while he still believes his statement, it would have been better if he had kept quiet to avoid termination. Anyone who sees the intolerance direct toward those who disagree with transgender dogma would agree that it’s unwise to air your grievances on an office’s internal message board. Unfortunately, there lies the problem in today’s toxic environment: fear of speaking your mind. But this is par for the course if a greater market share is the aim of Corporate America.
Who knew something as benign as a razor blade company would risk alienating half of its consumer base just to cater to the whims of the intolerant left? Who knew sportswear could become controversial? Who knew the type of lumber you use could be a political statement?
Well, that’s what has happened in the age of President Donald Trump. It has become the new norm for brands to no longer sit on the sidelines, but instead adopt a public position.
But is it a case of brands siding with the SJWs or exploiting their foolishness? Despite a leftist lamenting on the sins of capitalism and railing against the marketplace ostensibly squeezing every penny out of the consumer, they still take advantage of the benefits of a capitalist system. The business world realizes this, and companies are willing to be allies to the fraction of a fraction of the population.
Simply put: If a progressive sees a mediocre athlete make a Tumblr post on a t-shirt, these shoppers will fork over $299.99 in support of this person. Or, if a financial institution is spotlighting their rainbow pride, left-leaning clients will suddenly have an affinity for the banking system. Intellectual consistency be damned!
Social Justice is Big Business
When Nike first released its latest “Just Do It” campaign starring Colin Kaepernick, company shares fell 4%. However, once the maker of overpriced apparel reported surging sales and great quarterly numbers stemming from the marketing initiative, the stock climbed 8%.
This suggests a couple of things: first, leftist consumers will buy anything if it is marketed as progressive and, second, social justice is big business. It is now a necessity to prove your wokeness in social media marketing campaigns, otherwise the outrage mob will grab their digital pitchforks and torches and set your brand on fire. The only way to extinguish the flames is to grovel to those who wouldn’t have bought your products.
Until social justice proves to be an unprofitable venture, you can expect more corporations and startups alike to make it a crucial component of their business models and advertising efforts. Prepare yourselves to be lectured on how terrible you are for being white, male, straight, and/or conservative. But be sure to still purchase our six-blade razors!
All opinions expressed are those of the author and do not necessarily represent those of Liberty Nation.
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