The Profitable Connection Between Corporate Wokeness and Celebrity Endorsements.
Despite the anti-woke backlash from the political right, major brands that align themselves with liberal or progressive values have not gone broke. Companies like Keurig, United Airlines, Carhartt, Disney, Nike, Kellogg's, and the NFL have all weathered the storm and continue to be profitable. In fact, some have even seen an increase in profits since their "woke" initiatives. This suggests that being socially responsible and inclusive may actually be good for business.