To be woke or not to be woke, that is the question facing corporate America. The right answer is simple—deliver what people want. Offer wokeness bundled with a product (a "woke bundle") when doing so will improve the bottom line, and don't bundle when it won't. Figuring out when it will and when it won't is what will separate winners and losers.
But there are limits to acceptable woke bundling, and existing laws will need to be adjusted to deal with those limits. Before addressing reforms that may be needed, though, it is important to understand the basic economics at play.
When Michael Jordan refused to endorse a black candidate running against Jesse Helms for Senate in 1990, he quipped: "Republicans buy sneakers, too." He probably surmised that Nike didn't want to alienate half its customer base. Now fast-forward. In 2019, Nike planned to celebrate Independence Day with a shoe emblazoned with the Betsy Ross flag, but killed it when former NFL quarterback Colin Kaepernick complained.
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