How We Rate Brands

A transparent, research-backed approach to help you understand where brands truly stand, so you can make informed purchasing decisions.

Our Process

Every brand rating follows the same rigorous four-step process to ensure consistency and transparency:

1. Research — We comb through publicly available information — articles, videos, press releases, and company websites.
2. Evaluate — Each brand is scored across four major areas: marketing, policies, political activism, and leadership behavior.
3. Score — Points are assigned based on our findings, totaling up to 100. The total determines their wokeness tier.
4. Verify — We share our sources on every brand profile so you can review the evidence and judge for yourself.

What We Evaluate — Six Research Dimensions

For each brand, we examine six research dimensions drawn from public sources:

• ESG initiatives — Environmental, Social, and Governance reports and policies.
• DEI programs — Diversity, Equity, and Inclusion initiatives and hiring practices.
• PRIDE sponsorships — Corporate sponsorship of Pride and related activism.
• HRC Corporate Equality Index (CEI) — Human Rights Campaign's workplace equality scorecard.
• Political donations — Contributions to left-leaning candidates, PACs, and causes via OpenSecrets and similar records.
• CEO Action for Diversity participation — CEO pledges and public statements on diversity initiatives.

All scores draw exclusively on publicly available information — articles, press releases, company websites, and regulatory filings — never on private or unverifiable data.

The Rating Scale — Score Bands

Based on our evaluation, we assign up to 100 points. Brands fall into one of four tiers:

• Not Woke (1–5) — No woke agendas. This brand values your freedom and does not push ideology on its customers.
• Mildly Woke (6–30) — Wokeness detected. This brand dabbles in woke trends and virtue signals to appear progressive.
• Woke (31–70) — Firmly in the woke camp. This brand is fully on the bandwagon with actions and policies to match.
• Extremely Woke (71–100) — Leaders of the Woke Mafia. This brand leads the way as a trendsetter for the woke mind virus.