Day 5 of the HexClad boycott, and the two numbers still refuse to meet. The boycott card calling out the brand just crossed 104,000 views — up from 103.6K overnight, a grind of a few hundred impressions a day sustained almost entirely by people reposting their own outrage. Meanwhile, in our database of more than 2,400 scored brands, HexClad sits at exactly 0/100 on the woke scale. Not 12. Not 5. Zero. The internet is five days into canceling one of the only cookware brands in America with a clean sheet.
The Day 5 ledger
The original call-out card, posted November 7, now reads 584 replies, 1,814 reposts, 5,716 likes and 104K views. That makes it the longest-running genuine brand card on the boycott tracker tabs this week — nearly everything else burns out inside 48 hours. Day-N update posts compound: each "still boycotting" quote-post recycles the anger and drags in a fresh audience, which is why the counter keeps ticking while nothing new actually happens.
And nothing new has happened. As best as the cards themselves state it, the trigger was a single sponsorship decision. Not a DEI department. Not a Pride collection. Not an HRC Corporate Equality Index submission. One business call the brand made, which the crowd decided to litigate one repost at a time. You can think that call was smart or dumb — that part is legitimately your call. What a pile-on cannot do is turn one decision into a pattern, and a pattern is exactly what a woke score measures.
What a 0/100 actually means
Our scale runs six dimensions — ESG and sustainability reporting, DEI programs and staffing, Pride sponsorship, HRC CEI participation, political spending, and public pledges like CEO Action for Diversity. HexClad's file reads like this:
- No ESG or sustainability report. Nothing published, nothing to quietly walk back later.
- No DEI program or dedicated staff. No diversity office, no embedded ideology in hiring.
- No Pride sponsorship. Not one campaign, float or collection.
- No HRC Corporate Equality Index rating. The brand has never entered the game.
- No meaningful federal PAC activity. No quietly funded political operation.
- No CEO Action for Diversity pledge. The signature that launched a thousand press releases? Not there.
That is a clean sweep of zeros, and it is why the score is 0 — not because we like the pans. Scores measure wokeness. Decisions are on them. If tomorrow HexClad funds its first Pride collection or files a CEI survey, the score moves and this post ages on purpose. That is the deal with a database instead of a mood: it updates in daylight, with receipts. What a 104K-view card measures is different — it measures how mad the timeline is on a Wednesday, and the timeline has a targeting problem.
Same tabs, same week: the Chewy tug-of-war
Directly across the tracker sits the Chewy saga, running in both directions at once. Yesterday a boycott card pulled 14.6K views while a reward card — conservatives rallying to spend on principle — hit 154.3K. Today a defense card claiming "conservative America has crushed woke companies" and that Chewy "is not going to lose sleep" added another 2,696. We are still auditing Chewy's full file, so its score stays under review until it is publishable — which is precisely the discipline the boycott economy lacks. The same platform running a five-day cancel campaign against a 0-scored pan company is simultaneously operating a spending reward program for a brand nobody has verified either. Both campaigns are vibes. Neither has read the file.
The wrong-target pattern is the real story
Here is what makes the week galling. While a 0-scored cookware brand eats its fifth day of fire, the companies at the top of our scale are having a very quiet week. Starbucks — a perfect 100/100, the maximum score we publish, with years of Pride merchandise and DEI programming on the record — got no 104K card. Walt Disney — 80/100, extremely woke by our own criteria — got no day-by-day ledger. The tracker's loudest lane right now is a wave of "Woke 3.0" memes, the biggest at 1.4M views, that name an entire era without naming a single company. Vibes at industrial scale, zero receipts per unit.
That gap is why this site exists. Rage is not a research method. A meme tells you the mood; a score tells you where the mood should aim. When the biggest boycott of the week lands on a 0 and the 100s scroll past untouched, the movement is not punishing wokeness — it is punishing visibility. That is how boycotts fizzle: effort spent on the wrong target produces exactly zero corporate change and teaches the actual offenders that the crowd cannot read a scoreboard.
Meanwhile, a 23.1K-view mystery card at Dairy Queen
Same tabs, same day: "Why is Dairy Queen allowing this?" — 23.1K views on a card about a store display whose story we could not verify from the card itself, and we do not print what we cannot source. What we can verify is the file. Dairy Queen scores 0/100 — a clean sweep of zeros across all six dimensions — and its parent, Berkshire Hathaway, remains one of the most prominent holdouts from corporate ESG fashion. If a real, dated, sourced story surfaces, we will cover it. Until then: check the display story before you cancel your Blizzard, and if you are re-ranking your treat run anyway, our non-woke fast food brands guide has the scores.
The check-before-you-cancel rule
Three brand files, three lessons from one day of tracker tabs:
- HexClad — 0/100, published. The five-day boycott is aiming at a clean sheet over one decision.
- Dairy Queen — 0/100, published. A 23.1K-view card with an unverified trigger and a spotless file.
- Chewy — under review. Fighting a boycott and a reward campaign at the same time, while nobody checks the paperwork.
If you want cookware from brands that never bought the playbook, start with our non-woke kitchenware brands guide — cast iron has always been the quiet holdout. If you are done with the 100-scorers, our non-woke coffee chains list is the practical swap for that daily Starbucks run. And the next time a card tells you who to be mad at, ask it for a number. Eras get names. Brands get scores. Check the score before the boycott — and before checkout.