As corporate culture goes woke, conservative Americans have punched back. Thanks to organizations like Consumers Research, which examines the actions of corporations and alerts customers if companies go woke, consumers can support businesses that respect and share their values. For example, Bud Light has recently experienced a loss in sales due to its transgender collaboration.

This is the necessary response to corporations that abandon their customer base and cave to wokeness. Turning a blind eye will only encourage bad behavior. A vacuum created by these woke companies also offers opportunities for entrepreneurial conservatives or established companies that represent American values. For brands steeped in American tradition, the time is right to step up to the plate and serve a newly created need.

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