It’s no wonder the culture wars are hotter than ever. In recent months, companies such as
Anheuser-Busch
and
Target
have unapologetically promoted brand ambassadors or products that push boundaries and social norms. First, it was transgender influencer
Dylan Mulvaney
promoting Bud Light as a “girl.” Now, it’s
LGBT and Satanic-themed
merchandise at one of America’s largest retailers. Conservatives are rightly upset.
Boycotts are often small and limited in scope. Other times, the power in the hands of the consumer is so strong and disgust so widespread as to sway the decisions of corporate leaders. Bud Light
sales are dismal
. Target has
removed or repositioned
some of its Pride merchandise.
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The free market is a good thing. People from every income category are free to buy what they want, where they want, whenever they want. And corporate behemoths of all kinds are beholden to their customers. That is evident, especially as of late.
It’s a shame when politics are so woven into the fabric of American culture that they are seen in nearly everything. Social media and the 24-hour news cycle have helped make this possible. Now, polarizing opinions manifest themselves in every layer of life. If businesses wish to make their political positions known, they should expect customers to do the same.
The fallout from Bud Light marketing and Target Pride products should embolden customers on the right side of the aisle. Corporations will take corrective steps if they feel customers are so unhappy they may boycott a brand permanently. If conservatives are shamed for having “radical” beliefs centered on traditionalism and religion, those same customers should turn and shame the faceless corporate giants. These actions are the front line of the culture war. Online posturing can only get conservatives so far.
It’s important to remember that reacting strongly and negatively should never involve violence or threatening behavior. A
statement
from Target claims the company has “experienced threats impacting our team members’ sense of safety and wellbeing while at work.” Employees are not to blame for decisions that come down from corporate headquarters. They don’t make the final call when it comes to narratives and political positions. It’s one thing to express frustration or disgust. It’s another thing to direct rage at someone who can do nothing beyond passing the message up the ladder. The best revenge is actively taking business elsewhere.
Far too often, corporations wish to appease small segments of the population. These businesses would
prefer
to hold the “correct” views more than anything else. Forgotten is the fact that America is rather
evenly divided
in terms of political loyalties. The woke mindset has infiltrated to such a degree that corporate giants believe no balance exists or choose to dismiss conservatives as irrelevant. The misplaced arrogance results in campaigns to push agendas followed by shock when they’re poorly received.
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The lesson from Bud Light and Target is twofold. Conservative consumers should finally recognize the power they hold. And corporations must think twice before shoving politics down their customers’ throats.
Not everything needs to be political. But if businesses large and small choose a political ideology, they should prepare for their customers to react as a political force. After all, consumers hold strong opinions, too.
Kimberly Ross (
@SouthernKeeks
) is a contributor to the Washington Examiner’s Beltway Confidential blog and a columnist at Arc Digital.
