How woke is Clorox?

Introduction

Clorox, a staple in households across America, might seem like just a simple bleach and cleaning supply company. But behind the familiar brand lies a corporation actively pushing the social justice envelope. 

With initiatives from environmental justice partnerships to strong DEI (Diversity, Equity, and Inclusion) programs, Clorox has wholeheartedly embraced the “woke” agenda. Let’s dive into Clorox’s practices to see if it’s a brand that aligns with traditional values or veers too far into the progressive lane.

Financial Contributions to Progressive Causes

Clorox invested in a multi-year partnership with City Parks to bring “sustainable improvements to underrepresented communities.” Clorox claims this is “aligning our business with broader societal goals.” 

Clorox’s FY23 annual report reveals a broader strategy based on ESG (Environmental, Social, and Governance) goals. Clorox doesn’t shy away from the fact that it’s investing in social causes, claiming its ESG goals are “integral to our Ignite Strategy.” 

So, while Clorox advertises itself as a cleaner for your home, it’s also investing your dollars in a host of progressive causes that do not align with traditional American values.

Prioritization of DEI Policies

DEI isn’t just a sideline program for Clorox—it’s a core value. From pay equity and allyship to promoting diversity in leadership, Clorox is all-in on DEI. One spokesperson said, “At Clorox, we believe in allyship’s power and pay equity’s importance. Our inclusive culture is built on valuing diverse perspectives.” 

On paper, this sounds fine—who wouldn’t want fair pay and inclusivity? However, the company’s deep dive into “amplifying diverse voices” and its leadership initiatives focused on representation clarify that Clorox is more focused on checking diversity boxes than hiring strictly based on merit.

Mandatory Training Sessions

Based on available information, no specific evidence exists that Clorox mandates training sessions on social activism topics such as unconscious bias or critical race theory. The existence, nature, and extent of such training within the company are unknown.

Support for LGBTQ+ Initiatives

If you’re looking for a company that waves the Pride flag with vigour, Clorox fits the bill. Their ongoing partnership with the Human Rights Campaign (HRC) creates an “inclusive workplace for all,” and Clorox is proud of its thirteen-year streak of perfect scores on the HRC’s Workplace Equality Scorecard. According to Clorox, “For 13 consecutive years, Clorox has achieved a perfect score on the Human Rights Campaign’s Workplace Equality Scorecard, underscoring our dedication to LGBTQ+ equality.”

This commitment extends to workplace programs and public partnerships, reinforcing Clorox’s image as a highly LGBTQ+ supportive brand. For those who see corporate endorsements of LGBTQ+ causes as an alignment with broader progressive ideologies, Clorox is a company investing in this agenda.

Marketing and Branding

In a world where marketing can make or break a brand, Clorox uses its platform to promote more than just clean surfaces. During the COVID-19 pandemic, Clorox rolled out a “Stay Clean” campaign that included messaging about mental health. Clorox stated, “Our new ‘Stay Clean’ campaign takes a holistic approach, addressing both cleanliness and mental health amid the pandemic.” 

While it’s laudable for a company to acknowledge mental health, this is another example of Clorox pushing beyond its traditional brand role.

Additionally, Clorox was one of the first brands to partner with Instacart’s YouTube retail media, showing their eagerness to stay trendy and relevant with younger, digital-savvy audiences. These moves illustrate how Clorox aligns its marketing with current social issues, going beyond basic branding to actively engage with a socially aware, “woke” consumer base.

Conclusion

Clorox has undoubtedly embraced progressive values across its operations. From extensive DEI commitments and LGBTQ+ partnerships to environmental justice investments, Clorox seems intent on shaping a socially conscious brand, or “woke,” depending on your perspective. 

For consumers who prefer to support brands focused on quality and tradition, Clorox might feel it needs to stay farther into progressive waters. While every company chooses to define its values, Clorox’s decisions send a clear message: they’re leaning into the “woke” wave and don’t plan to look back.