How woke is Red Bull?

Introduction

Founded in Austria in 1987, Red Bull has skyrocketed to be the top energy drink globally, holding a hefty 43% market share as of 2020. But beyond their slick marketing and iconic slogan, “Red Bull Gives You Wings,” there’s more to explore about their social and corporate ethos. Let’s examine Red Bull’s actions regarding social activism, diversity, equity, and inclusion (DEI), and see just how “woke” this brand really is.

Financial Contributions to Progressive Causes

Red Bull North America’s political activities provide some insight into their potential stance on progressive causes, but the picture remains incomplete. Their $14,862 contribution for the 2024 cycle, primarily supporting Democrats and Independents, suggests a possible lean towards progressive politics. To accurately assess Red Bull’s support for progressive causes, we would need more specific information about their involvement in social initiatives.

Prioritization of DEI Policies

Red Bull has taken steps to champion diversity and inclusion within their ranks. Their Drive For Change initiative, driven by Oracle Red Bull Racing, is proof of their commitment to diversity in motorsport.

Their website reads: “Inclusion is at the very heart of our culture, enabling us to optimize our Team, sport, and fan experience across the globe. But we can always do better, and we have aspirations to be an even more diverse and inclusive organization.”

Moreover, the Red Bull Distribution Company (RBDC) boosts employee diversity with resource groups like Black Wiiings and Women of Red Bull, showcasing a strong DEI stance​​.

In 2020, however, Red Bull faced significant upheaval amid handling of diversity issues. The company dismissed three top executives, including North American leadership, after an offensive internal marketing presentation containing racist depictions was leaked to the media. 

Mandatory Training Sessions

Red Bull offers no public information about mandatory training sessions on topics like unconscious bias or critical race theory. The absence of such details makes it unclear whether formal diversity and inclusion programs exist within the company.

Support for LGBTQ+ Initiatives

Red Bull has been a strong supporter of LGBTQ+ initiatives, with efforts spanning various branches of the company. Oracle Red Bull Racing‘s partnership with Racing Pride underscores their commitment to LGBTQ+ inclusion in motorsports​​.

The Racing Pride page states: “This collaboration has proven to be a powerful catalyst for positive change, fostering awareness, allyship, and education across the racing community.”

Down under in Australia, Red Bull has backed the Sydney Gay and Lesbian Mardi Gras since 2017, along with other LGBTQ+ events and venues​​. In the U.S., the New York Red Bulls celebrate LGBTQ+ Pride Month with initiatives like donations to Pride Live​​.

Clearly, Red Bull is not just a spectator but an active participant in promoting LGBTQ+ rights and inclusion.

Marketing and Branding

Red Bull’s marketing strategy is a masterclass in blending brand image with social activism. Their sustainability efforts, such as using 100% recyclable cans and energy-efficient ECO-Coolers, reflect a commitment to green initiatives​​.

“A can has more than one life. Sustainability has always been a part of Red Bull’s DNA: This means an emphasis on dealing appropriately with our packaging and can, and on reducing our carbon emissions and energy use in their production and supply wherever possible,“ the company states.

Their robust support for DEI and LGBTQ+ causes further demonstrates the company’s prioritization of inclusivity, effectively projecting an image of a socially conscious brand.

Conclusion

Red Bull’s engagement with social activism, DEI, and LGBTQ+ support reflects a brand aiming to energize society as well as consumers. Their diversity policies and partnerships, especially in motorsports, demonstrate a commitment to integrating social causes into their branding. This approach seeks to invigorate progressive audiences, much like their signature energy drinks. However, by aligning with these woke causes, Red Bull may risk alienating more conservative customers, creating a potential trade-off between social impact and broad market appeal.