Using disingenuous, profit-driven stands on race, gender and other woke issues, mega-rich corporations are unelected moral guardians of society, flogging virtue to consumers who buy their products to feel good about themselves.
Back in 2019, razor manufacturer Gillette launched a grievously ill-considered advertising
campaign addressing toxic masculinity, just as the #Metoo movement was gaining speed, using images portraying sexism, bullying and aggressive male behaviour.
The idea was to twist the company's slogan from "The best a man can get" to the "The best a man can be." It sucked big time and hilariously backfired, causing huge reputational damage to the business, as customers turned their backs on this impossibly woke nonsense.
Having bought Gillette products for years, I have never bought them since and never will again.
It's just the sort of incident that Vivek Ramaswamy explores in his forensically researched
Woke Inc: Inside the Social Justice Scam, where
paying lip-service to critical theories on race and gender has become a commercial imperative in the 21st century.
And it's not just about consumer products and what they say about us, it's about what we say and where we say it.
Ramaswamy looks at how mega-wealthy tech giants like Facebook, Twitter and Google feel that it is within their scope to not only determine who's entitled to freedom of speech,
but also what they should be saying. These are the same guys who
banned the then-president of the United States from their social-media platforms.
Comment: Whilst BRICS forges ahead with mutually beneficial deals which would likely improve life for many and that could potentially make the world a safer place, the US just signed off an additional $24 billion in 'defense' spending.
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