25 Brands That Faced Backlash for Embracing ‘Woke’ Ideals

In recent years, many brands have taken strong stands on social and political issues, aiming to be more inclusive and supportive of various causes. However, these “woke” moves haven’t always been well received. 

Here are some brands that have faced major backlash, including boycotts and protests, from customers who disagree with their new direction. 

1. Gillette

Gillette’s 2019 ad, addressing toxic masculinity post #MeToo, faced significant backlash. It depicted men intervening in bullying, which critics called “woke washing” for exploiting social movements for profit.

The campaign led to consumer discontent, boycott threats, and accusations of alienating its core audience. While some praised the message, others saw it as an attack on masculinity. (ref)

2. Starbucks

Starbucks’ 2015 “Race Together” campaign, which had baristas write the phrase on cups to start conversations about race, received a lot of criticism.

Customers felt it wasn’t suitable to discuss such a serious issue in a coffee shop, leading to the quick end of the campaign. (ref)

3. Nike

Nike’s 2018 partnership with Colin Kaepernick, known for his protests against police brutality, sparked controversy.

Featuring the tagline, “Believe in something, even if it means sacrificing everything,” the campaign faced backlash, including boycotts, product burnings, and an initial drop in stock prices. (ref)

4. Pepsi

In 2017, Pepsi faced criticism for a Kendall Jenner ad that was seen as trivializing social justice movements. The commercial showed Jenner leaving a photoshoot to join a protest and handing a Pepsi to a police officer as a gesture of peace.

Critics accused Pepsi of “woke washing” and exploiting social issues for profit. The backlash was immediate, prompting Pepsi to pull the ad and apologize for missing the mark in its attempt to promote unity. (ref)

5. Ben & Jerry’s

Ben & Jerry’s, known for its social activism, has faced backlash for halting ice cream sales in Israeli-occupied Palestinian territories. This led to legal disputes and criticism about prioritizing politics over business.

Recently, Unilever, the parent company, announced plans to separate from Ben & Jerry’s. Critics suggest that Ben & Jerry’s activism could hurt its financial performance, supporting the “go woke, go broke” narrative. (ref)

6. NFL

The NFL has faced controversy over its diversity, equity, and inclusion (DEI) initiatives, especially after Colin Kaepernick’s protests. Critics claim the league has become too “woke” and politically divisive, alienating some fans.

The recent inclusion of the Black national anthem at events like the Super Bowl has intensified backlash. (ref)

7. Dick’s Sporting Goods

Dick’s Sporting Goods faced backlash for halting the sale of assault-style rifles in 2018. The decision received mixed reactions, with some customers supporting it while others called for boycotts, leading to a sales decline in some markets.

The company’s continued advocacy for gun control has further polarized its customer base. (ref)

8. Target

Target’s 2016 decision to let transgender people use the bathroom that matches their gender identity sparked a nationwide debate. Conservative groups called for a boycott, which hurt sales and created a PR challenge for the company.

This situation showed how tricky it can be to handle human rights issues in retail and even led to crimes against women. (ref)

9. Chick-fil-A

Chick-fil-A has faced criticism for donating to groups seen as anti-LGBTQ+. Even with efforts to rebrand and support communities, the fast-food chain still faces backlash from LGBTQ+ advocates and their allies.

This has led to boycotts and protests, especially in cities where the company is trying to expand. (ref)

10. Hobby Lobby

Hobby Lobby has faced backlash for its stance on reproductive rights and refusal to cover certain contraceptives in employee health insurance. In 2014, legal battles over these issues have led to criticism and calls for boycotts from women’s rights advocates. (ref)

Despite this, the company has stuck to its conservative values, which still appeal to many of its customers.

11. Lush Cosmetics

Lush Cosmetics has faced backlash for its political activism, especially campaigns against police violence and animal testing. The brand’s temporary store closures in support of social justice, particularly with their #SpyCops campaign has drawn criticism from customers who feel it should focus on its products.

Reactions have been mixed, with some praising the activism and others calling for boycotts. (ref)

12. Grubhub

After the 2016 U.S. presidential election, Grubhub’s CEO sent an email to employees criticizing the new president’s divisive comments and suggested that those who agreed with the comments should quit.

This caused public outrage and calls for a boycott, as some felt the company was intolerant of personal political views. (ref)

13. Patagonia

Patagonia’s strong focus on environmental conservation and its criticism of political figures and policies have boosted its brand among like-minded consumers. However, this activism has also turned away those who see it as excessive or irrelevant to the company’s business. (ref)

14. Goya Foods

In 2020, Goya Foods’ CEO praised President Donald Trump, which led to calls for a boycott, especially from the Latino community who felt let down by the endorsement.

Goya defended its stance, saying it was just showing appreciation for the president’s economic policies and not taking a political side. The controversy showed how quickly consumer opinions can shift. (ref)

15. Under Armour

Under Armour received both backlash and support after its CEO praised Trump’s business policies in 2017. The boycotts and support showed how strongly consumers can react to perceived political views.

Under Armour’s experience demonstrates the risks and rewards of companies getting involved in politics. (ref)

16. Keurig

Keurig faced backlash when it pulled ads from a politically charged TV show, leading to boycotts from fans of the host. Some people even destroyed Keurig machines and posted videos of it on social media.

This incident showed the risks brands face when they take sides in cultural and political issues. (ref)

17. MyPillow

MyPillow’s CEO’s strong support for Trump and promotion of political conspiracy theories caused a lot of backlash from ‘cancel culture’ and led to losing retail partners.

The brand is now closely associated with political controversy, overshadowing its products. (ref)

18. MLB

When Major League Baseball decided to move the 2021 All-Star Game out of Georgia due to new voting laws, it received both strong criticism and praise.(ref) This showed the risks sports organizations face when they get involved in politics.

The move had financial impacts on Georgia businesses and sparked a heated national debate about the role of sports in political and social issues.

19. Disney

Disney has received both praise and criticism for its support of LGBTQ+ rights and inclusive policies. Some people have boycotted its parks and movies because of this.

The challenge for Disney is to balance its progressive values with what its consumers expect. (ref)

20. Dr. Seuss Enterprises

Dr. Seuss Enterprises decided to stop publishing several books with outdated and racially insensitive images, leading to a heated debate about censorship and preserving literature.

Some people praised the move as a step towards greater sensitivity, while others saw it as an overreaction, causing a rise in book sales and strong public discussion. (ref)

21. Trader Joe’s

Trader Joe’s faced pressure to change some of its international food labels because critics said they reinforced racial stereotypes. Although it looked like the company might rebrand, Trader Joe’s eventually chose not to make widespread changes after hearing from customers. (ref)

This situation showed how difficult it can be for brands to balance cultural sensitivity with customer preferences.

22. Airbnb

Airbnb has taken on social projects like providing housing for Ukrainian refugees and disaster victims, but this has sometimes upset hosts and local communities who think the company is going too far with its business activities. (ref)

23. J.K. Rowling

J.K. Rowling’s comments on gender identity caused a lot of controversy and led some people to call for boycotts of her books and the Harry Potter franchise.

This shows how the personal beliefs of a key figure can affect how consumers view and buy products, especially in industries closely linked to individual creators. (ref)

24. Lego

Lego’s push to be more inclusive and remove gender stereotypes from its toys has received both praise and criticism. (ref) Some people feel the brand is pushing a political agenda, which has affected their buying choices. (ref)

Lego’s challenge is to innovate while respecting different consumer values and staying true to its mission of play and creativity.

25. Reebok

Reebok’s strong stance on social issues like women’s rights and anti-racism has made it a progressive brand, (ref) but it has also turned away some customers who prefer brands that stay out of politics.(ref)

This division shows a wider cultural split and creates a challenge for Reebok as it tries to keep its market share in a competitive industry.

Taking a stand on social issues can be a double-edged sword for brands. While many companies have tried to make a positive impact by supporting various causes, their efforts often come with mixed reactions.