Which Came First – Woke or Broke?

2021 March 1
by bc3b

Here’s an interesting slant by Daniel Greenfield – one I hadn’t thought of. Are companies like Coca-Cola and McDonald’s going to go broke because they are going woke or are the companies going woke because they are going broke (losing sales, particularly to the white, liberal elitist market)?

“Get woke, go broke”, is a conservative meme about the cost of political correctness that has it the wrong way around. Brands don’t go broke because they get woke, they go woke because they’re going broke, and don’t know how to stop the slow but steady collapse of their business.

The big brands that go woke infuriate conservatives because, like Coke, Gillette, or Nike, they have a storied name that seems entwined with America and the success of capitalism. But it’s those old, familiar brands that go woke because their products and business models are dated. Virtue signaling is their way of adapting to a changing market without really innovating. Behind every big woke brand is a company slowly going broke and with no clue what to do about it.

The wokeness vocabulary joins the thesaurus of corporate buzzwords used by executives trying to hide from their investors that they don’t know what they’re doing. Making headlines for their wokeness changes the conversation from their business model to their politics. Touting a brand as socially responsible evades questions about its financial viability.

Take Coke, please.

Coca-Cola’s global sales fell 28% in the second quarter of 2020 from $10 billion to $7.15 billion. The corporate giant blamed the pandemic which had shuttered movie theaters and bars, and began cutting its small brands while concentrating on its big signature brands.

But Coke was struggling even long before the pandemic.

Despite all the international marketing, North America is still the biggest soda market. And the average American is down to drinking 40 gallons of soda from 50 gallons two decades ago. The shift was driven by the same demographic that tends to go woke, young white urban lefties, who became more likely to drink bottled water. Coke chased them by going into bottled water and vitamin drinks, but also by shifting away from a family brand once associated with Santa.

Santa and the polar bears reflected a Coke that was marketed to children. But fewer parents are comfortable with their children living off soda. That’s why one survey found that the number of children drinking over 3 cans of soda a day fell from 10% to 3.3%. The drop in soda consumption, once again, was heaviest among younger and wealthier urban white lefties.

Read more:

Hat tip: FrontPageMag.com

45 Responses leave one →
  1. 2021 March 1 1:00 pm
    bc3b permalink

    In case you didn’t read the full article and I doubt (m)any did, the last three CEOs of Coca-Cola Worldwide were/are from Great Britain, Turkey and South Africa. The current Chair of Coca-Cola USA is a Honduran.

    So Coca-Cola has been “less white” for at least a decade.

    Indra Nooyi, CEO of Pepsi, is from India.

  2. 2021 March 1 1:56 pm
    drdog09 permalink

    I’ll offer an adjunct twist to this post.

    It will become increasing obvious to Whites that to beat the Woke Machine one has be to 1099 or small business. By so doing the Left will freak out due to the unintended consequences of Woke madness. It is much harder to dump on a self employed person than it is an employee. For example, if the small businessman does not want CRT pushed at his organization he just says no. An employee has to sit there and take it.

  3. 2021 March 1 1:59 pm

    What piece really bottom lines is they play to win, at all levels, all the time and have for decades, wisely leveraging advantages gained in one area to infest the next.

  4. 2021 March 1 2:05 pm
    bc3b permalink

    If we could just get a relative small percentage of Trump’s 75-million voters (say 20%) to boycott Procter & Gamble, Coke, General Mills, Kellogg’s, etc.

  5. 2021 March 1 3:07 pm
    Eph permalink

  6. 2021 March 1 5:07 pm
    drdog09 permalink

  7. 2021 March 1 5:11 pm
    drdog09 permalink

  8. 2021 March 1 6:02 pm
    JimNorCal permalink

    I’m getting a new behavior on Brave browser.

    go to BeJohnGalt.com
    It lists the posts that were visible last time I was logged in, however new posts are not visible.
    If I click into a post, all comments that were visible last time I was logged in can be seen but new comments are not visible.
    When I login, new posts and new comments show up.

    btw, I’m not saying this is necessarily a bad thing, but it is a new behavior.

  9. 2021 March 1 6:09 pm
    drdog09 permalink


    I noticed that two days ago. Not just Brave but Chrome as well. As well as on Android with Chrome. Cause? Undetermined as yet.

  10. 2021 March 1 6:16 pm
    drdog09 permalink

    Coumo toast? — https://www.zerohedge.com/political/cuomo-hires-criminal-defense-attorney-avoids-public-scandals-mount — Third woman comes forward and there are pictures.

    Oh and the scum bucket has lawyer-ed up. Looks like he has transitioned from saving his political career to preventing orange fashions.

  11. 2021 March 1 6:26 pm
    JimNorCal permalink

    10, thanks for the update. Good to know it’s not some setting that you tweaked which had a side effect. Could be some global thing related to cookies? The part about it being determined by whether or not you’re logged in makes seem like there’s some state being saved from your last logon.

  12. 2021 March 1 6:58 pm
    drdog09 permalink


    Must be a old senator trend. Remember Hairy Reed??

  13. 2021 March 1 7:41 pm
    bc3b permalink

    Eph –

    This video is for you:


  14. 2021 March 1 7:58 pm
    bc3b permalink

  15. 2021 March 1 8:01 pm
    mpt permalink

    When I login, new posts and new comments show up.

    I’m seeing the same problem. Did someone forget to feed the hamsters?

  16. 2021 March 1 8:02 pm

    11 – Lawyers are for the nursing home disaster and coverup.
    As much as i fucking despise that prick, accuser #1’s story (friday\weekend) to me wasn’t abuse or harassment, he hit on her, she said nothing, instead reported it to HR and asked for lateral transfer, got it, and life moved on, but now all of a sudden it’s some issue?.. cry me a river. I don’t know details about about #2 and #3 in the article is just more creepy behavior from him as he’s always been a known scumbag, behavior that is “not ok” from NY gov, but “just joe” when it comes to potus. 🙄

    It all reeks of the dem’s (or controlling faction of them) deciding they want him out of the picture come 2022+ now that he’s radioactive and just trying to further that along by allowing to come to light shit that’s been long known. It’s amusing to watch the knives finally come out for him though, and these two tracks are only too of several dozen thing surrounding him that should be investigted.

  17. 2021 March 1 8:02 pm

    I stay logged in, use palemoon… haven’t notice any changes with regard to comments.

    13 – another feel-good story 🙂

  18. 2021 March 1 8:04 pm
    mpt permalink

    Citing Wikipedia’s Leftist Bias and “Propaganda,” Site’s Co-Founder Launching Competing Free-Speech Site

    You know the leftist are going to brigade it make sure it becomes a symbol of “hate”.

  19. 2021 March 1 8:06 pm
    mpt permalink

    It’s amusing to watch the knives finally come out for him though.

    Couldn’t happen to a better asshole.

  20. 2021 March 1 8:14 pm

    20 – Yup I heard that news the other day and immediately thought…yeah that will last about a year till it’s infested by the same folks who infested Wikipedia over time.

  21. 2021 March 1 8:14 pm
    JimNorCal permalink

    I would love to be on that jury …

    “At the behest of the mob, Governor Walz lifted responsibility for the prosecution from the office of the Hennepin County Attorney and assigned it to Minnesota Attorney General Keith Ellison. Ellison has named Assistant Attorney General Matthew Frank to lead the prosecution.

    • Ellison’s office employs more than 130 attorneys. Despite the huge staff of attorney at his disposal, Ellison has called in reinforcements to assist them.

    • This past June Ellison announced the appointment of four outside attorneys in private practice or serving as corporate counsel as special assistants on the case (press release here). The special assistants include Steve Schleicher of Maslon LLP, Jerry Blackwell of Blackwell Burke, both of Minneapolis, and Lola Velázquez-Aguilu, lead counsel for brain modulation [!] at Medtronic in Fridley.

    • The fourth outside attorney is the star of the group: former Obama administration acting Solicitor General Neal Katyal, now in private practice at Hogan Lovells in Washington, D.C….

    All the outside attorneys named in the case are serving Ellison’s office pro bono…

    • Chauvin is represented by criminal defense attorney Eric Nelson. So far as I am aware, he has no outside help, pro bono or otherwise.”

  22. 2021 March 1 8:15 pm
    Eph permalink

    Harris/Cuomo 2024?

    You heard it here first.

    Dig in folks!!!

    The time is near!!!

  23. 2021 March 1 8:18 pm

    Speaking of MN – Rapist bailed out by Minnesota Freedom Fund after being charged in new cases now wanted on felony warrant [Kamala Harris encouraged people to donate to this bail fund]

  24. 2021 March 1 8:26 pm
    bc3b permalink

    Michigan National Guard members in DC hospitalized after being fed undercooked food and food with metal shavings:


  25. 2021 March 1 8:29 pm
    gnqanq permalink

    Covid – who knew that it was the cure for the Flu, Cancer and Heart Disease.

  26. 2021 March 1 8:45 pm
    Eph permalink

    Is the Biden death tracker at 200k yet?

  27. 2021 March 1 8:57 pm

    28 – What death tracker, tracking deaths under Biden isn’t permitted. 🙂

    It’ll actually be funny to watch how through jan everything under the sun was lumped into covid where possible… and I’d bet the reverse will start to be trend soon at least from the political monkeys like cdc … though it may take a little time at the lower levels like hospitals etc due to the perverse financial incentives to keep miss categorizing things at least in the short term.

  28. 2021 March 1 9:18 pm
    JimNorCal permalink

    Epoch Times: YouTube Suspends Rudy Giuliani Over ‘Election Integrity Policy,’ Nicotine Use

  29. 2021 March 1 9:20 pm
    JimNorCal permalink

  30. 2021 March 1 10:22 pm

    “Town Center at Cobb, outside Atlanta, which once appraised at $322 million received no bids at a courthouse foreclosure auction in February, according to a local news report.”


    Not that surprising actually, the minimum bid was $130 million, plenty of people that might want that property for it’s location but not @ that price right now. I wouldn’t be surprised if DB is actually happy nobody bid and can take over, long term that land\location I think has considerable value (probably not as a mall though – maybe a massive distro center the way things are going) if they want to hold it. I’ve not actually been over that way since 2019 and things seemed relatively popping still when I was (not like the 80’s or 90’s mall-popping levels but still decent traffic it seemed) – granted it was a weekend when I was last there, and there are were a ton of surrounding businesses that would help draw traffic it who I bet are also all under major pressure right now.

  31. 2021 March 1 10:23 pm

    30 hahaha what a bad joke.

  32. 2021 March 2 3:15 am
    drdog09 permalink


    I guess my question is this one. Even guard units has field kitchens and staff. If they are on long term assignment then why is not MN Guard field support onsite? A local Army base can facilitate acquisition and the MN Guard can charge Pelosi’s office for the renting of a 20′ reefer trailer. During operation Desert Storm the US Army units were being served frozen ice cream before the Abrams tanks showed up. Have we fallen that far?

  33. 2021 March 2 3:19 am
    drdog09 permalink

    The older I get the more that Carlin makes sense — https://www.youtube.com/watch?v=wjjPlEW9bRM — NSFW! I would have only one suggestion for George, God rest his soul, change the venue to the capital building in Wash DC.

  34. 2021 March 2 4:46 am
    PresidentRonaldPaul permalink

    Dema plan to institutionalize stimmy checks so that if GOP wins 2022 they wont be able to do austerity and won’t be able to block stimmy checks like Pelosi did in August to nuke trump’s presidency.


  35. 2021 March 2 6:14 am

    SMH… not that anything to date has been sustainable…but jhc talk about unsustainable, though I’m not sure how much support that actually has the report said “10 dem members support it”.

  36. 2021 March 2 6:48 am
    PresidentRonaldPaul permalink

    Ya they are just trying assure Biden reelection and midterm wins

    also Gary Gensler took over SEC. I’m somewhat optimistic with the pick as he is usually level headed. I posted a free MIT course he had online last month in one of these threads.


  37. 2021 March 2 7:38 am
    drdog09 permalink

    “also Gary Gensler took over SEC.”

    If we are talking football, fine.
    If we are talking finance, SEC is a piker.

    * JPM is judged having fixed the metals market. All they get is a fine valued at 1% of earnings. That is a cost of doing business charge off.
    * Morningstar slapped with a judgement.
    * GE judged and paid $200m fine.
    * Robinhood slapped with $65m fine.
    * KPMG hit with $50m fine.

    All of them are nothing compared to earnings. Its about time some of these scoundrels need to be losing their corporate charters to operate. Do it once, and the SEC will not have to litigate anything in the future.

  38. 2021 March 2 7:46 am
    bc3b permalink

    KH #32 –

    Not familiar with Town Center at Cobb. So many malls have been abandoned or been torn down in the past 20 years (even before COVID-19). If a mall didn’t have troubled youts in an area, the local transportation authority made arrangements to bus troubled youts in.

    Here are some websites/videos on closed malls:

    http://deadmalls.com/stories.html (There is sure to be 1, more likely 4-5 you’ll remember)

    There are dozens of youtube videos (like this): https://www.youtube.com/watch?v=UK-MrUb3eZw

  39. 2021 March 2 10:06 am
    JimNorCal permalink

    Be glad you don’t live in the UK.
    A few highlights: “A man in Wales was arrested by police for going for a walk too far from home … the couple in question were grieving the recent death of an uncle and wanted to visit the nearest beach to go for a walk. … On returning to the car park after their walk on Talacre Beach, Radek and his wife were confronted by two female police officers … was handcuffed before being subjected to a search without consent. … he was taken to the police station, interrogated and shouted at. Radek then says he was told to remove his clothes and threatened with their removal by scissors if he didn’t … “… after about 3 hours I was released,” said Radek, who was not charged with any crime.”

  40. 2021 March 2 10:08 am

    40 – Oh I’m well aware, plenty others around here have closed (of the 4 left that weren’t likely to close in the near terms Simon owned 3 of them..now 2), keep in mind TC@C isn’t closing in the near term, least not yet, ownership just reverted to the banks backing the loan for the joint.

  41. 2021 March 2 10:15 am
    JimNorCal permalink

    Be glad you don’t live in KKKanada
    Yike. “Vigilantes” (store employees) not police for this one.
    Staff at a Canadian Tire store wrestled to the floor and handcuffed a man who refused to wear a mask last week, highlighting again the apparent use of excessive force by non-governmental actors to impose mandatory mask mandates in Canada. … “get your f–king hands off of me,” the man can be heard shouting in the video … He can be seen in a chokehold by one of the store staff members while on his knees. …
    In December of 2020, a four-time Paralympic athlete born with no hands was evicted from a bookstore in Vancouver for not wearing a mask, despite the fact she is physically unable to put one on herself without help. An Ontario man last year found himself one of the latest victims to his provincial COVID-19 rules after mall “cops” slammed him to the floor …

  42. 2021 March 2 12:54 pm
    bc3b permalink

    JimNorCal #43

    For those not familiar with Canadian Tire, it is like a Goodyear or Firestone store in urban KKKanada.

    In the more remote areas of KKKanada, Canadian Tire sells appliances and general merchandise as well as tires, repairs and “around the wheel” services. It is the remote Canadian “go to” store for essentials.

  43. 2021 March 2 2:56 pm
    JimNorCal permalink

    “For those not familiar with Canadian Tire”

    For me, there will never be another Canadian company that replaces Tim Hortons. Now there is an iconic firm!

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