President Trump spent Monday telling Americans to stop buying Canadian jets and start flying American. The Truth Social post was all caps and all slogan: no more Bombardier in the United States, build here or lose the market, buy American, fly on American airliners. Radar lit up overnight — Kobeissi Letter north of a million views — because the parallel economy finally had a hard industrial target instead of another soda boycott.
Here is the part the timeline skipped. "Made in America" is not a woke-score. Boeing already builds here. Boeing also scores 100/100 on the BuyWokeFree Woke Scale — a perfect extremely-woke mark across ESG reporting, DEI programs, Pride sponsorships, a 100% HRC Corporate Equality Index, and heavy political spending. If the assignment is "fly American," the scorecard still says you are boarding a 100.
Bombardier is not in our database yet. That is a scoring gap, not a free pass. Until brand discovery grades the Montreal planemaker, we score the American names Trump pointed shoppers toward — and those names are not clean.
What actually happened on September 7
Trump's post, as reported by UPI, the New York Times, and AeroTime, accused Bombardier of living off American buyers, airports, and service while Canada blocked U.S. companies — including a Gulfstream certification fight that Ottawa delayed and then cleared in February. He wrote that the company's products "aren't good enough," then in the same breath complained that Americans buy too many of them. No executive order, tariff schedule, or FAA action accompanied the post. It was a market threat, not a signed ban.
The receipt on revenue is real. The New York Times, citing the company, reported that about 55 percent of Bombardier's $9.6 billion in 2025 revenue came from the United States — in line with the "more than 50 percent" claim that ripped through Radar. Shares in Toronto were down roughly 4 percent at midday; some wires had the tape off more than 6 percent. Treat the stock move as a one-day print, not a verdict.
Bombardier's reply did not name the president. The company said it already builds in the United States: Global 8000 wings in Red Oak, Texas; flight-control work in California; Bombardier Defense in Wichita; more than 3,000 U.S. employees; about 2,800 American suppliers across 47 states; more than $2.5 billion a year with those suppliers. Defenders noted GE engines built in Indiana on the Global 7500. "Build here" is a slogan colliding with a supply chain that is already half-American.
We are not scoring that trade dispute. We are scoring the brands Americans can actually look up tonight.
Boeing scores 100. That is the Buy American foil.
Boeing is the household name in U.S. commercial aerospace. Our published profile gives it a perfect 100 — ESG, DEI, Pride, HRC 100, political spending in the 2024 cycle, CEO-level commitments. Nothing in Monday's fight changed a single criterion. Indexes rebalance. Presidents post. The six-factor score does not clap.
The same pattern holds in aerospace and defense. Lockheed Martin is also a published 100. Northrop Grumman is a published 100. If the political argument is "American industrial base first," fine. If the shopping argument is "therefore these companies are woke-free," the database says no. Plant location is not a culture audit.
Fly American — then pick your airline score
Trump's closer was "FLY ON AMERICAN AIRLINERS." That line is doing two jobs at once: fly a U.S. carrier, and fly a U.S.-built plane. Shoppers hear the first one. Here is the published ladder in air transportation, using live BuyWokeFree scores:
- Southwest Airlines — 100/100, extremely woke. ESG One Report, DEIB programs, official LGBTQ+ community sponsor, perfect HRC CEI for 9+ years, CEO publicly defending DEI.
- Alaska Airlines — 90/100, extremely woke. Official airline of Seattle Pride, first Pride plane, multi-city Pride sponsorships, DEI hiring goals, CEO Action pledge.
- American Airlines Group — 71/100, extremely woke. The name on the ticket matches the slogan. The score does not match a "woke-free" search.
- Delta Airlines — 52/100, woke. Lower than the 70-plus pack, not a zero. A $1 billion carbon-neutrality commitment, a Chief Diversity Officer, identity resource groups, strong HRC marks. Relative "less woke" is not the same as clean.
United Airlines sits in our system as a draft at 79 — we will not treat a draft row as a published verdict. The honest read: there is no published U.S. major carrier at 0. Delta at 52 is the least-bad household name on this list, and it is still in woke territory.
We already published an airline-score roundup in July after a Delta DEI-hiring clip hit 217K views, and a Delta-vs-American comparison in June. Those pieces still stand. Monday's news does not rewrite them. It just proves the slogan and the scorecard are different instruments.
What "Buy American" does not buy you
Conservatives are not wrong to want jets assembled in Texas instead of Montreal. They are wrong if they hear "America First" and assume the contractor's HR department got the memo. Boeing can be a national-security asset and a 100 on Pride, HRC, and DEI at the same time. American Airlines can print "American" on the tail and still score 71. Southwest can be the folksy domestic carrier and still sit at 100.
Markets punish or rebalance brands for a hundred reasons. Our score moves when the six criteria move — programs, sponsorships, political money, reporting, activism — not a Truth Social ratio. A Canadian OEM is not "the woke one" by geography. Boeing is not "the based one" by flag. Demand the audit.
Until Bombardier is scored, do not invent a number for it. Do not treat a trade threat as a culture grade. Do not confuse Texas wings and Indiana engines with a clean shopping card.
How to use this if you still have to fly
Most families cannot boycott air travel the way they can swap soda. If you fly, you are usually picking among 52, 71, 90, and 100 — not among zeros. Use the database the way it was built:
- Open the brand pages before you book. Scores and receipts beat vibes.
- If you have a choice among majors, Delta at 52 is the published least-woke household option on this ladder — and it is still woke. Do not kid yourself into a halo.
- Do not confuse "U.S. jobs" with "U.S. values." Texas wings and Indiana engines are payroll. They are not a culture score.
- Watch for the next move: an actual tariff or certification action would be news. A slogan is not a score change.
BuyWokeFree's job is the unglamorous one. Indexes drop names. Boycotts extract statements. Presidents post "BUY AMERICAN." We score what actually changed. Monday, Boeing was still 100, American Airlines was still 71, Delta was still 52, and Bombardier was still not in the table. Fly if you have to. Just don't pretend the slogan did the shopping for you.