Non-Woke Retail Brands

Browse 270 Retail brands rated on the BuyWokeFree woke index. 251 are rated Not Woke.

Retail is where the culture war meets your shopping cart, and the industry's politics have whipsawed since 2024. CNN reported in November 2024 that Walmart, America's largest private employer, would roll back several diversity initiatives and end participation in the Human Rights Campaign's corporate index, while Fortune reported in May 2025 that Target's store traffic was still falling months after its January 2025 DEI pullback triggered consumer boycotts. When billion-dollar retailers shift positions with every news cycle, press releases only tell you so much. A consistent scorecard tells you more, which is why we track 270 Retail brands on our 0-100 wokeness index — 251 currently rate Not Woke.

Our Top Woke-Free Retail Picks

Want your dollars out of corporate activism? Start with the lowest scorers on our index: Born Primitive Apparel scores 3/100, Bowers Tool Co. scores 2/100, D & M Perlman Fine Jewelry & Gifts scores 4/100, Bonfyre Boutique scores 2/100, and Clothe+Arrow scores 3/100. Scores this low mean we found little to no activist activity on any measure we track.

At the other end of the index, values-first shoppers may want to do a little homework before checkout: Walmart is rated 90/100 on our index, Best Buy 72/100, and Target 71/100. A high score is information, not an accusation — it simply reflects how a company measures on our criteria, so you can decide where your money goes.

Every brand below is scored on our six criteria: ESG, DEI, Pride sponsorships, HRC CEI rating, political donations, and the CEO Action pledge.

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