The list of 2023's most-woke companies that conservative shoppers might want to avoid if they wish to align their purchases with their values will probably surprise some people. Topping this list is Unilever, a company widely recognized for producing popular skin-care items like Dove and Vaseline, but also for owning the ice-cream brand Ben & Jerry's, which has a long-standing reputation for championing progressive causes. What may be even more surprising is that some brands that have been at the center of public debates, like Disney, Bud Light, and Target, did not make it onto the Top 10 list.
The list originates from Veebs, a newly launched app designed to assist consumers in making purchasing decisions that align with their social and political values. The app evaluates whether the values promoted by a brand's parent company resonate with the users' beliefs. While conservatives have labeled Veebs as the "anti-woke app," it is indeed nonpartisan, allowing liberals to identify brands that may lean too far to the right as well.
Throughout 2023, the term "woke" has frequently surfaced, particularly in discussions about Bud Light's decision to hire a transgender influencer for its marketing campaign and Target's display of Pride merchandise aimed at children, including "tuck-friendly" swimwear. These actions have sparked significant conversations about what it means to be socially aware and how companies respond to various social issues.
What You Will Learn
- An overview of the top companies identified as "woke" in 2023.
- Insights into how the Veebs app evaluates brands based on their social and political alignment.
- Understanding the implications of being labeled as a "woke" company.
- Consumer reactions and potential consequences for brands on the list.
Newsweek asked Veebs to create a Top 10 list of the most-woke companies, using a proprietary method that analyzes public documents, employee statements, news reports, and advertising campaigns. This method incorporates artificial intelligence to assign a "V" score to different brands, allowing them to be compared across various values.
To compile the Top 10 Woke Brands of 2023, particularly in the shopping category involving products typically found at Walmart, Veebs evaluated companies based on seven different Value settings: Conservative, Liberal, Social Justice, LGBTQIA+, Climate Emergency, America First, and Support Veterans. This extensive analysis provided a clear picture of which companies were seen as the most progressive.
- Unilever
- e.l.f. Cosmetics (beauty supplies)
- Mars (M&M candy, Pedigree dog food)
- Pernod Ricard (Seagram's gin, Jameson whiskey)
- Campbell's (soup, Goldfish snacks, Prego pasta sauce)
- PepsiCo (soft drinks, Gatorade, Quaker Oats)
- The Hershey Co. (chocolate, SkinnyPop snacks)
- Jeni's Splendid Ice Creams
- Mattel (Fisher-Price games, DC Comics-licensed toys)
- McCormick (Lawry's spices, French's mustard)
None of the Top 10 companies were highlighted by any single, sensational event. Instead, they were recognized as those that consistently resonated with liberal values throughout 2023. As explained by Veebs CEO Chris Rhodes, the findings may surprise consumers who have primarily focused on brands like Bud Light and Target, which have been highly publicized for their marketing initiatives.
Rhodes noted that while many consumers are influenced by what becomes viral in the news, these instances often do not reflect a company's overall actions and commitments over time. The concept of being "woke" signifies an awareness of social inequities, often interconnected with movements for diversity, equity, and inclusion (DEI), as well as environmental, social, and governance (ESG) initiatives.
Currently, Veebs focuses on products purchased in physical stores, which may explain Disney's absence from the Top 10 list, despite its involvement in high-profile debates regarding its marketing strategies. Veebs plans to expand into the travel and leisure category in 2024, possibly shedding more light on Disney's standing in the future.
Furthermore, Rhodes clarified that Anheuser-Busch InBev, the parent company of Bud Light, did not make the list due to its historically conservative branding despite its ongoing transition toward a more centrist approach. He also pointed out that Molson Coors, a competitor, has a higher liberal score, indicating its more progressive stance, although this has not yet been recognized by consumers.
As for Target, Rhodes indicated that Veebs' algorithm is detecting shifts in the company's V Score, suggesting a long-term trend toward a decrease in its Conservative rating and an increase in its Liberal rating. This change could potentially position Target on future lists of the most-woke companies.
Launched in July, Veebs has gained around 100,000 users, with many paying for premium access. The app appeals to a diverse user base, including those with "America-first" values and U.S. military veterans, who have shown a particular interest in its offerings.
Rhodes likened Veebs to Consumer Reports but emphasized that instead of evaluating vehicles, it dives deep into the principles and practices of companies, ultimately revealing what they stand for. Interestingly, being featured on a most-woke list is not necessarily detrimental; for example, Unilever's Ben & Jerry's is unlikely to lose customers due to its progressive reputation.
The impact of a company's message and the audience they wish to connect with can significantly influence their market positioning. Thus, understanding the dynamics of corporate responsibility and consumer values continues to be a pivotal aspect of modern shopping behavior.
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