Zero Hedge Reports: A couple months back the leftist media including Rolling Stone attempted to “debunk” the mantra of “get woke, go broke” with a series of articles and reports suggesting that corporations that embrace social justice ideology and ESG related policies are actually more profitable than ever. At the time, the momentum for conservative boycotts of companies like Anheuser-Busch and eventually Target had just started to roll forward, and as is often the case with the media, they jumped the gun and made assumptions before the dust had settled on the issue. 

They said the boycott against Bud Light wouldn't last long, but it has been three months now and Bud Light just suffered its worst weekly loss so far, with sales down 30% at the end of June. Stock losses for A-B were also in the $27 billion range. The company is now preparing for the possibility that these losses are permanent and that customers are not coming back.

In response, A-B fired the marketing department responsible for the branding campaign using trans activist Dylan Mulvaney as a spokesman. Take note that the corporate media including the Associated Press tried to “fact check” this claim, arguing that A-B didn't actually fire the marketing team and that the assertion was “satire” mistaken as reality. According to text messages made by executive staff and obtained by the Daily Caller, the team was actually let go by A-B. 

The Bud Light texts note that the people involved are not allowed to use the word “fired” when discussing the marketing incident.  This fits with a common theme we are seeing lately with woke companies, which is that when they have to cut activist employees loose they try to hide the fact from the public. Why? Probably because this would be an admission that going woke is a disastrous prospect. ESG driven organizations care more about optics than they do about admitting the problem and taking action to fix it. 

Target suffered at least $15 billion in share losses after their their line of trans clothing for kids sparked a mass boycott of the retailer. Overall profit losses will not be known until next year and the company was already dealing with flat sales, but the effects of the boycott will likely be felt by Target for many months to come.