The political Right has gone on the offensive this year against corporations that play to woke and/or ESG narratives. The backlash against Bud Light over its employment of transgender influencer Dylan Mulvaney offers the most notable example.
over its employment of transgender influencer Dylan Mulvaney offers the most notable example.
The retail giant Target is the latest company to experience this backlash. Merchandise pushing LGBT and gender ideology toward children hasfrom stores. The Right is learning that boycotts can be powerful tools against corporate politicking. But there are, or should be, limits to how these boycotts and protests are conducted. Recently, an online social media provocateur recorded himself browsing LGBT Pride merchandise inside a Target store.
When activists target Target's corporate philosophy, they can make an important point and spread attention to a concern. But when activists start going after employees of Target and other companies, they lose. Want to make Target and Bud Light pariahs? Go for it. But when you start going after the delivery drivers and the store workers, your action goes beyond protesting or boycotting. Instead, it becomes harassment against workers who are simply trying to support their families.
In 2020, a female Target cashier found herself in a similar situation when a Twitter influencer berated her over the price of a toothbrush. The Right rallied to her defense, even raising over $30,000 for her to take a week off and go on vacation. It wasn’t a political incident and had nothing to do with a political philosophy. Nevertheless, these two situations are similar, with the sides simply flipped.
The Right has become increasingly pro-worker in recent years. Opposing blind woke corporatism could be extremely successful — but only if those efforts are not all thrown away for cheap clicks.
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