Conservative consumer group warns of ‘woke’ companies to avoid this Black Friday

Conservative consumer group warns of ‘woke’ companies to avoid this Black Friday

by Heather Hunter

Consumers’ Research, a nonprofit consumer watchdog, published its latest “Woke Alert” to warn customers about the activities of five major corporations: Best Buy, Activision, Target, Nordstrom, and Home Depot.

With Black Friday and Cyber Monday just around the corner, the organization is cautioning people about risking their hard-earned money on woke companies working against their values and interests during this holiday season.

“Shopping for electronics? Best Buy was exposed earlier this year for implementing a race-based management training program that prioritized race above other factors by requiring applicants to ‘identify as Black, Latino, Hispanic, Asian or Pacific Islander.’ Best Buy has not changed this racist training program, but instead has set two blatantly discriminatory goals for 2024, including filling one of three new non-hourly corporate jobs with ‘BIPOC (Black, Indigenous and people of color) employees’ and filling one out of three new, non-hourly field roles with women,” Consumers’ Research said in its alert.

The group cautioned parents against buying from Activision, which distributes some of the most popular video games, including Call of DutyCrash BandicootWorld of Warcraft, and Tony Hawk.

“By 2026, Activision committed to increasing the number of women and non-binary employees by 50%,” Consumers’ Research said.

The nonprofit group’s Woke Alert laid out Target‘s latest concerning politics despite denials from its CEO, Brian Cornell, pointing to the retail giant’s use of “LGBT+ merchandise geared toward children, and even babies” and its “tuck friendly” bathing suits for children, as well as children’s books on transgenderism. Target’s sales tumbled this summer following Pride Month backlash, and it started its holiday sales in October.

The organization also noted that Nordstrom has been affiliated with the Human Rights Campaign and has contributed to various other LGBT youth programs. It also listed Home Depot as a woke corporation that has also teamed up with HRC on its “Welcoming Schools Program,” which provides lesson plans, book lists, and resources to “support transgender and non-binary students.”

Will Hild, executive director of Consumers’ Research, launched Woke Alerts earlier this year to share with American consumers which corporations have devoted their resources to woke activities.

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