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Some Companies Market Themselves as Not Being “Woke”

Jonathan Isaac, a forward for the Orlando Magic in the NBA, gained attention for choosing not to protest against police brutality during a summer of activism. With that moment, Isaac has become a conservative political activist and started a company called Unitus, focused on promoting “faith, family, and freedom” through apparel. Isaac’s goal is to have his values represented in the marketplace, especially in sports and leisure wear.

In recent times, companies like Anheuser-Busch and Target have faced backlash from the right over marketing decisions seen as pushing a liberal agenda. This has led to the emergence of companies like Unitus, which aim to appeal to those who feel that corporate America is promoting progressive values. Unitus is featured on PublicSq., an online marketplace for “pro-life,” “pro-family,” and “pro-freedom” businesses. PublicSq. gained traction following the controversies involving Bud Light and Target.

Large corporations have faced increased scrutiny since the election of Donald J. Trump in 2016, with consumers and employees questioning their values and actions. Many companies have pledged support for diversity, inclusion, and social justice causes. However, this leftward turn has led to some consumer backlash and boycotts, particularly from conservatives.

PublicSq., a platform for businesses that embrace more conservative values, requires its members to align with its core principles. These principles include a belief in the greatness of the nation, protection of the family unit and the sanctity of life, and recognition of small businesses as the backbone of the economy. While not all businesses on the platform explicitly state their views, they all share these underlying principles.

For some businesses, being on platforms like PublicSq. allows them to cater to consumers who hold conservative values. They are willing to turn away liberal buyers or those who don’t want to see politically charged messaging in their products. These companies prioritize their values over maximum profit, serving a niche market of like-minded consumers.

However, the long-term sustainability of these companies is uncertain. Their success depends on politically disaffected consumers and can be influenced by shifting political winds and supply-chain challenges. Historically, boycotts of companies over political stances have not always negatively impacted sales. If political issues lose salience over time, conservative companies may need to adapt their strategies.

One challenge for conservative businesses is reconciling their values with economic reality. While some consumers prioritize buying American-made products, manufacturing goods solely in the United States may not always be feasible. Companies like Unitus, for example, source some products from Peru and Bangladesh but commit to avoiding products made in China.

In the case of Jonathan Isaac and Unitus, his goal is to provide sleek and comfortable apparel that represents his core values. He wants to stand for faith, family, and freedom, which he believes are under attack by mainstream corporations. Through Unitus, he aims to give people the opportunity to express these values in a stylish and high-quality way.

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