Brittany Luce

It became a rallying cry for the Black Lives Matter movement and digital activism circles.

Interesting.

Interesting.

I've noticed wokeness start to wane in the public in the last few years with right wing media pundits on the rise and, and the government and corporations have been rolling back their DEI programs and the repeal of Roe versus Wade.

And of course, you know, the win of Donald Trump, the second time he won the presidency in the past decade, just to put a point on that.

So what happened to woke 1.0?

I wonder how both of you feel about like the perception of wokeness and how it affects consumer habits.

We have some data that says that Target's brand perception has taken a hit since it rolled back its DEI policies.

And Starbucks has long been riddled with accusations of union busting and more recently its perceived position on Israel and Gaza.

But at the same time, if I think about like the controversy surrounding Sidney Sweeney and the good genes ad for the American Eagle jeans where it kind of seemed like they were doing a little bit of eugenics.

I don't know that American Eagle was thinking about it that high level.

I can't say that.

I wasn't around for that.

To me, it came off as completely sort of like thoughtless.

But regardless, conservatives really picked up on the backlash to that ad.

And Sidney Sweeney has become something of a conservative idol, a conservative darling.

American Eagle stock went up after that ad ran and after the backlash.

So I don't know.

What do you both make of that?

Yeah, I always want to pop in for a second.