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After indignant virtue signaling costs billions, Gillette quietly ‘shifts’ away from social justice

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After indignant virtue signaling costs billions Gillette quietly shifts away from social justice

Social justice backfired for Gillette. Despite innumerable complaints and an exodus of customers, the razor maker remained fervently proud of their ad campaigns attacking “toxic masculinity” to the point that CEO and president Gary Coombe said it was a “price worth paying.” They’re standing by their ads and are claiming they helped them reach a younger millennial audience, increase brand awareness, and put forward the type of company message they want portrayed.

If losing $8 billion was worth the message, they’re stronger activists than most.

“P&G reported a net loss of about $5.24 billion, or $2.12 per share, for the quarter ended June 30, due to an $8 billion non-cash writedown of Gillette. For the same period last year,” Reuters reported, “P&G’s net income was $1.89 billion, or 72 cents per share.”

Despite the massive loss over the controversial ads. they claim to have no regrets. This claims were made three weeks ago and delivered with bluster in multiple interviews for damage control. This week brought a different tone as they’re now “shifting the spotlight from social issues to local heroes.”

The new campaigns have already launched in Australia with a slow rollout in the United States expected next month. Here’s the local Australian hero they’re focusing on. Needless to say, he’s not representing a social justice cause, nor is he worried about exuding toxic masculinity.

This is an unambiguous attempt to escape the controversial corner they painted themselves into that cost them billions, but don’t let progressive media know because they’re certain the social justice campaign was wonderful. They’re so certain about this that they’re blaming the loss on men suddenly loving beards. Seriously.

Companies like Gillette are learning being “woke” makes you broke. That’s how business works; alienating half of your customers for the sake of politics is never a good move. Stick to business. Leave social justice to the basement warriors.

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