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For most companies being "woke" is just marketing to get more people buying their products. To wit: Pride Month for several companies.
Yeah I think it's known as "rainbow capitalism".
Which makes "Go Woke, Go Broke" that much more laughable. If "going woke" was so unprofitable, no major corporation would be "woke." If being "anti-woke" was profitable, Target would stock anti-Trans clothing, Disney would have movies where the only LGBTQ characters are the villains, and all movies would only feature straight, white, Christian men as the leads perhaps with a "dumb but sexy blonde" love interest.
I find it so funny and sad that Republicans call this "virtue signaling" as if it's a new thing and that companies haven't been pandering to the public to increase sales since they've existed.
And conservatives have always had a problem with it when it supports progressive ideals.