Everything has a threshold. Everything also has a tolerance value. For example, people will not buy products of a company that continuously aligns with ideas that the majority disagrees with, or despises. While the issue of ‘woke’ corporations in India has still not blossomed in its entirety, across the world – particularly in the West, corporate ‘Wokeism’ has become a menace. Now, people are beginning to stand up against it at an individual level. Many individuals are coming up with counters and alternatives to the hegemony of the market that have decided to go ‘woke’.
In 2021, an American company called “Harry’s Razors” stopped advertising with The Daily Wire, which is a media organisation founded by conservative ideologues Ben Shapiro and Jeremy Boreing. The advertorial pull-out came after a Twitter user with less than ten followers complained of The Daily Wire spreading trans- and homophobic content. Soon after, Harry’s Razors ended their partnership with The Daily Wire.
The Rise of an Alternative
Now, the Daily Wire’s co-founder Jeremy Boreing has launched his own company. Called “Jeremy’s Razors”, the company provides men with shaving kits without sermonising them about the supposed problems of “toxic masculinity” and the many ‘phobias’ that liberals have invented in recent years.
The almost four-minute video announcing the new razor features Boreing driving into a parking spot for the “god-king” of The Daily Wire. In the video, Boreing walks through what is presumably The Daily Wire’s office and says “Do you remember when there were two genders and only one-and-a-half of them had to shave their moustaches?”
In three days, Jeremy’s Razors has witnessed 25,000 subscriptions.
— Jeremy Boreing (@JeremyDBoreing) March 25, 2022
As of now, the company is selling shaving kits for $59.99. In it, you get a razor, green tea & menthol shave cream and Post Shave Balm, apart from the delivery of eight razor cartridges. The description for the Founders Kit, for example, states that it “identifies as the best shave kit ever assembled and its preferred pronouns are Buy/Now.”
Countering the Woke Culture
Companies in the West are under increasing pressure to toe the line of the far-left. This has led them towards alienating their core consumer base. For example, a shaving company like Gillette had embarked on a campaign to ostracise men a few years ago. It took to preaching to them the harmful effects of toxic masculinity.
The year that Gillette launched its “We Believe” campaign and asked “Is this the best a man can get?”, its parent company Procter & Gamble witnessed an $8 billion non-cash write-down (reduction in the value of assets).
In 2019, after facing widespread backlash for its hateful campaigns against men, Gillette said it was “shifting the spotlight from social issues to local heroes”.
It is human nature for people to reject products and services that outrage them. Companies cannot go on a tirade against the majority of their consumer base and expect it to be a walk in the park on business days. In the United States especially, demonising Whites will lead to them not availing of your products and services. Simultaneously, taking up the mantle of social issues and targeting one gender will lead to widespread losses for any company.
What it will also lead to is a galvanisation of public opinion against big corporate houses. Ordinary people just want to get their product. They do not want to be lectured by cash-rich companies. Yet, that is precisely what has been happening.
Alternative companies are now rising. So far, big companies were merely recording monetary losses for their social campaigns. Now, they face the threat of being wiped out of the market by new competitors. “Go Woke, Go Broke” makes more sense today than it ever did before.