Скачать или смотреть Is rolling back certain policies good for business? Cracker Barrel numbers are undeniable

Is rolling back what some describe as "woke" policies good for business? For Cracker Barrel, the numbers are undeniable. Following the company's rebranding announcement, its market value plummeted hundreds of millions of dollars. But after scrapping the plans, shares skyrocketed. Reversing course resulted in the company snapping a 7-day losing streak on the NASDAQ. Shares also jumped 8% amid a nearly $100 million loss.

"You do brand change on "woke," a battleground stock, and you're going to get creamed," journalist & blogger Charlie Gasparino said during an appearance on Fox Business.

But Cracker Barrel isn't alone. In 2023, Bud Light faced boycotts and massive conservative backlash after launching a promotional campaign with transgender influencer Dylan Mulvaney. Forbes reported the company lost over $27 billion in value and 30% of its customers.

"Millions of customers. Billions of dollars of shareholder value over the last couple of years. They continue to shed customers," former Anheuser-Busch executive Anson Frericks told Fox Business in February.

Target is also having brand identity crisis issues, facing backlash from both sides of the aisle for its latest moves. CNBC reports its net income fell to $935 million from $1.19 billion a year earlier. Plus, American Eagle faced outrage following its latest jeans campaign with actress Sydney Sweeney. But despite the backlash, the company refused to apologize. Instead, it embraced the marketing strategy. Shares also surged over 23% after President Trump applauded Sweeney on Truth Social.

Many other companies, spanning several different industries, have also decided to roll back DEI policies this year. Including Meta, McDonald's, Walmart and Disney.


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