This is a hard time to be a major consumer brand hoping not to offend diverse audiences.

And it hasn’t been pretty. But there are lessons for brands.

Consumer voices have never been louder. Anheuser-Busch, Target, Kohl’s, and North Face have all felt the vitriol of this latest push from the right, labeling them as “woke capitalists.” They urged boycotts. Bud Light took the heat after it partnered with trans influencer Dylan Mulvaney, while North Face received backlash for an ad featuring drag queen Pattie Gonia. Target and Kohl’s were criticized for Pride-themed clothing.

Brands that have survived this kind of backlash (think Nike and Colin Kaepernick) maintain their brand values and never give in. The lesson here - don’t capitulate. Brayden King, a professor of management, noted that a company's stock might fall, but once the issue falls out of the daily news cycle, the stock generally recovers.  

People move on.

While Bud Light has seen an impact from a boycott, the loss represents less than 1% of global sales. However, its stock did take a hit.

Target has carried Pride Month apparel for years, but the backlash was intense this year. The retailer moved product in some stores to other areas or removed it altogether, citing concerns for worker safety. The risk is alienating another significant and vocal constituent. Both sides are now pissed off. 

This whole “woke” thing has gotten out of hand. Brands don’t know which way to turn for fear of insulting someone. Go Woke, Go Broke is trending. Even Disney’s Lightyear movie, the Toy Story spin-off, failed at the box office, not meeting expectations presumably because the LGTBQIA+ themes turned off families.   

Brands today cannot please all the people all the time, so don't try to. The lesson here? Don’t try to be woke or not woke. Just be who you are. 

Engage in a considered process to clearly define your brand, its values, what it stands for, and what it believes. Be transparent about it. Stay true to those brand values and purpose. Be consistent. Then don’t waver. Don’t ever waver.

No matter what.