Jonathan Isaac, a forward for the Orlando Magic, is known for his decision not to protest police brutality against Black Americans during a summer of racial activism. He has turned this moment into a platform as a conservative political activist and started his own apparel company called Unitus, which focuses on “faith, family, and freedom.”
Many companies used to avoid political controversies to avoid alienating potential customers. However, as everything in the United States becomes increasingly political, companies are making marketing and advertising decisions that are viewed as promoting a liberal agenda, leading to backlash from the right.
Unitus is just one example of a growing number of companies, from clothing retailers to pet care businesses, that are trying to appeal to those who feel that corporate America is pushing a progressive agenda. Unitus is featured on PublicSq., an online marketplace that promotes companies it calls “pro-life,” “pro-family,” and “pro-freedom.” PublicSq. has seen a spike in numbers after controversies involving companies like Anheuser-Busch and Target.
Since Donald J. Trump became president in 2016, large corporations have faced increased scrutiny from both customers and employees regarding their values. This includes their reactions to political policies, such as immigration bans, as well as their political donations.
Consumers with conservative views are increasingly taking action against companies that they feel are attacking their identity. This backlash is not new and has been observed in the past with companies like Chick-fil-A. However, now it is the political right that is pushing back against companies they perceive as promoting a liberal agenda.
PublicSq. requires businesses to align with its core principles, which include a belief in the greatness of the nation, the protection of the family unit, and support for small businesses. Some companies on the platform, like Tiny Dog, promote their conservative values explicitly, while others simply see it as a way to grow their business.
While targeting a niche market may be a short-term strategy for these companies, the long-term sustainability is uncertain. They are subject to shifting political winds and changing consumer attitudes. A company’s appeal based on a specific issue may lose salience if that issue becomes less politicized.
For conservative consumers, there are challenges in finding alternatives that align with all their values. Issues like not buying goods made in China may clash with economic reality. Despite these challenges, companies like Unitus aim to stand by their values and provide products that represent and empower consumers who share those values.
In the end, whether these companies can thrive in the long run depends on various factors, including shifting political landscapes and economic realities. However, for now, they are finding success by appealing to consumers who feel disillusioned by what they see as a progressive corporate agenda.
SEO Focus Keyword: Companies Market, Not Being “Woke”
