Two numbers are sitting next to each other this week that look like they can't both be true. The first: HexClad just scored 0 out of 100 on our woke scale — as clean as a brand gets in 2026. The second: the boycott card tracking HexClad over its podcast-sponsorship holdout just passed 103,600 views, grinding up from 101.7K in a single day, with 1,814 reposts and 5,715 likes behind it.
Day 4 of the Sponsor Exodus — and the Scores Just Landed
The backstory, for anyone who missed it: the "I've Had It" podcast ran a Charlie Kirk segment in early November, and advertisers started walking. Eight brands have now pulled sponsorships. It's the fastest-moving sponsor exodus of the year, and it put a batch of household names in front of our research queue overnight.
The database caught up while America slept. Here's where the exodus brands now stand, all published and live on the site:
- HexClad — 0/100, Not Woke (the holdout: the one big sponsor that didn't walk)
- Cash App — 80/100, Extremely Woke (exit #1 in the ledger)
- Ember — 0/100, Not Woke (exit #8)
- Dupe — 0/100, Not Woke (exit #7)
- Sub-Zero — 10/100, Mildly Woke (scored in the same overnight batch)
Still unscored gaps: Zenni Optical, Boll & Branch, Lola Blankets, and NOBL Travel are in the exit ledger but haven't cleared research yet. They'll get scored when the receipts are in — not before.
HexClad's 0 and the 103K Card Are Both True
Here's the part everyone is getting wrong online. HexClad didn't get boycotted for being woke. It got boycotted for a decision — holding onto a sponsorship eight other brands dropped. Those are two different axes, and our scorecard only measures one of them.
What the 0 actually means: no ESG or CSR report, no DEI staff or programs, no Pride sponsorship, no HRC Corporate Equality Index rating, no meaningful federal PAC activity, no CEO Action for Diversity pledge. Its cause work — a Food for Soul food-waste partnership and over $1M raised for Steadfast LA fire relief — is philanthropy, not scored corporate activism. That's a clean sheet, and we publish it as a clean sheet even while the boycott card runs.
But the score measures corporate wokeness. It doesn't grade every business decision a company makes, and it was never designed to. Sponsorships are a separate axis — one you weigh yourself, with your own wallet. A 0 score and a 103K-view boycott can coexist because they're answering different questions. Nobody else has both numbers on the same page. That's the point of the database.
Cash App: The Easiest Exit to Explain
Exit #1 in the ledger is also the most woke brand of the batch — by a mile. Cash App scores 80/100, Extremely Woke: dedicated DEI staff, mandated unconscious-bias training, a diversity manifesto, diversity-based ERGs, diversity recruitment, annual workforce diversity reports at the Block level, and recurring LGBTQ+ finance-activism campaigns.
So the one brand that bolted fastest from the controversy is the one brand in the batch whose house is fully stocked with everything the anti-woke shopper is boycotting. Walking away from a podcast doesn't launder an 80. The score is the score. If you're keeping a woke-free financial services shortlist, that number does the sorting for you.
Chewy's Double Card
Chewy — also in this saga — had the biggest single card of the story: a 154.3K-view thank-you card on Nov 9 after its exit, the reverse-boycott mechanic at full power. Then today a counter-card appeared: "BOYCOTT CHEWY." at 14.6K views. First opposing card since the saga started, and the card doesn't state its cause. Chewy's own score is still in content review on our end — it won't be printed here until it's published. Two cards, 154.3K versus 14.6K, and no score to referee them yet. That's exactly why scores exist.
The Buy-This-Instead: Sub-Zero at 10/100
If the whole saga has you re-thinking the kitchen, the overnight batch also delivered Sub-Zero at 10/100, Mildly Woke — the most American-made refrigerator you can buy. The receipts (dated Nov 8): roughly 75% domestically sourced parts, zero-waste-to-landfill facility goals, solar-equipped buildings, intermodal-rail shipping — and a price tag around $12,000. Its points come from the ESG dimension (an annual Climate Report), not DEI programs or Pride sponsorships. Buy American is easy to shout and about twelve grand to actually do. Budget accordingly — and see the rest of the kitchenware and appliances scoreboard before you spend it.
What the Score Actually Measures
The Ember and Dupe 0s make the lesson clean. Both brands exited the sponsorship — and both score 0, same as HexClad, which held. The exits didn't change their scores, because scores don't measure exodus participation. They measure the six criteria: ESG reporting, DEI programs, Pride sponsorships, the HRC index, political spending, and diversity pledges.
So read both numbers before checkout. Exits get thanked — that 154.3K Chewy card is real gratitude, earned in a day. Holds get counted — HexClad's 103K and climbing is the price of the holdout. And scores get checked, because they're the only number in this story that doesn't move with the news cycle. All three, in that order, before your card comes out.