Cracker Barrel's marketing fiasco shows investors are making woke a massive risk factor

Core Viewpoint - The article emphasizes the importance of considering "woke" corporate policies as a significant investment risk, comparable to traditional financial factors like interest rates and inflation [1][5]. Group 1: Definition and Impact of Wokeness - Wokeness is described as a left-wing ideology that influences corporate culture and business practices, often alienating mass audiences [2]. - Companies are criticized for being politically and socially tone-deaf, failing to recognize public sentiment against progressive ideologies [3]. Group 2: Investor Sentiment and Market Dynamics - Cracker Barrel, with a market cap of approximately $1.2 billion, has been identified as a "battleground stock" due to evenly split investor sentiment between long and short positions [7][8]. - A recent rebranding effort perceived as "woke" led to a significant drop in Cracker Barrel's market value, losing nearly $100 million [9]. Group 3: Case Studies and Comparisons - The article contrasts Cracker Barrel's experience with that of American Eagle, which successfully avoided a "woke" rebranding and instead embraced a more traditional marketing approach, resulting in a 20% increase in stock value [14][15]. - The advice for Wall Street and corporate managers is to recognize the potential negative impact of "woke" branding on stock performance, encapsulated in the phrase "Go Woke, Go Broke" [16].