How 5 Woke-Free Brands Are Winning Big – And What Your Small Business Can Learn

Unless you’ve been living under a rock, you’d know that corporate America has gone all-in on pushing progressive social causes—whether through gender-fluid marketing, political activism, or equity-based hiring practices. But here’s the kicker: not everyone is on board. In fact, a growing number of consumers are fed up with woke culture invading everything from their checkout experiences to commercial breaks. This backlash is sparking a quiet revolution: the rise of woke-free brands. These businesses reject the current trend of activism and focus instead on traditional values, personal responsibility, and free speech.

Surprise, surprise—these brands are thriving. And if you’re running a small business, there’s a playbook here for you to follow. Let’s dive into some real-world success stories and actionable strategies you can adopt today to build your brand the woke-free way.

Strategies for Woke-Free Business Success

1. Stand Firm on Your Core Values

Brands like Hobby Lobby teach us that standing by your beliefs—even when it’s unpopular—creates loyalty. Hobby Lobby famously fought its case all the way to the Supreme Court, refusing to provide certain contraceptives through its employee healthcare plans based on Christian principles. It was a bold move, and not everyone agreed with it, but Hobby Lobby stayed the course. The result? A fiercely loyal customer base that values integrity over political correctness.

Action for Your Small Business:

1. Hold a brainstorming session to identify 3-5 core values that align with your business philosophy. Are you passionate about faith, patriotism, or the importance of the nuclear family? Don’t hide it—embrace it.
2. Create a clear mission statement that articulates these values.
3. Publish your values and mission statement prominently on your website and in-store displays.
4. Develop a decision-making framework based on these values for all major business decisions.
5. Train your staff on these values and how to embody them in customer interactions.

The Takeaway

The goal isn’t to please everyone; it’s to build trust with people who align with your values and beliefs.

2. Build a Loyal Community

Black Rifle Coffee Company isn’t just selling coffee—it’s selling a way of life. With a brand that supports veterans, promotes patriotism, and defends the Second Amendment, Black Rifle has built more than just a customer base; it’s created a movement. People don’t just buy the coffee—they buy into the mission.

Action for Your Small Business:

1. Identify 2-3 key causes or beliefs that resonate with your target audience.
2. Create a dedicated social media group (e.g., Facebook group, Discord server) for customers who share these values.
3. Host monthly events (online or in-person) that celebrate these shared beliefs.
4. Implement a loyalty program that rewards customers for engagement, not just purchases.
5. Feature customer stories that align with your values in your marketing materials.

The Takeaway

When customers feel they belong to something bigger than themselves, they become your most powerful marketing force.

3. Use Controversy to Your Advantage

Goya Foods found itself at the center of controversy when its CEO expressed support for President Trump. Predictably, calls for a boycott followed. But Goya didn’t cave—instead, the company leaned into the moment. Supporters rallied behind Goya, sparking a nationwide “buycott” that boosted sales. It turns out standing by your principles, even in the face of backlash, can be one of the best marketing tools out there.

Action for Your Small Business:

1. Monitor social media and news for relevant controversies in your industry.
2. Prepare a clear, values-based stance on these issues.
3. Draft response templates for various scenarios (e.g., customer inquiries, media requests).
4. When controversy arises, quickly release a statement through your channels.
5. Create limited-edition products or promotions that playfully reference the controversy.

The Takeaway

Don’t shy away from controversy. Use moments of backlash to energize your supporters and rally your community.

4. Be the Alternative to Woke Giants

Big Tech companies like YouTube have leaned heavily into woke ideology, from censorship policies to political activism. This gave Rumble, a free-speech video platform, a golden opportunity. By positioning itself as the anti-woke alternative, Rumble has attracted users fed up with censorship and eager for open discourse. Today, Rumble stands as a thriving hub for those who reject mainstream narratives.

Action for Your Small Business:

1. Research your top 3 competitors and identify their “woke” practices or messaging.
2. Create a comparison chart highlighting how your practices differ.
3. Develop marketing campaigns that directly address customer frustrations with “woke” brands.
4. Offer a “switch kit” to make it easy for customers to transition from competitors.
5. Partner with other non-woke businesses for cross-promotions and expanded reach.

The Takeaway

Whether you’re in tech, retail, or even hospitality, there’s likely a segment of customers tired of having politics forced on them. Offer an alternative—one that values free speech, personal responsibility, and traditional values—and watch that segment become your loyal customer base.

5. Engage Directly with Your Audience

The Daily Wire started as a conservative media outlet but didn’t stop there. They expanded into entertainment, launched a film division, and even started selling products. But the secret to their success lies in their constant engagement with their audience. By staying connected with supporters and offering content and products that align with their values, The Daily Wire has created a sense of community and purpose that goes far beyond traditional media.

Action for Your Small Business:

1. Schedule weekly “Ask Me Anything” sessions on social media platforms.
2. Implement a customer feedback system that routes comments directly to decision-makers.
3. Create a customer advisory board with quarterly meetings to discuss business direction.
4. Develop a transparent communication policy, sharing both successes and challenges.
5. Personally respond to a set number of customer messages each week (e.g., 10-20).

The Takeaway

Customer engagement isn’t just about newsletters and discounts but about building relationships. When customers feel invested in your mission, they’re far more likely to stick around for the long haul.

Final Thoughts: Follow the Anti-Woke Playbook

The success of brands like Hobby Lobby, Goya Foods, Black Rifle Coffee, Rumble, and The Daily Wire sends a loud and clear message: there’s a massive audience out there hungry for businesses that reject woke ideology and stand for traditional values. The question is, will you answer the call?

By standing firm on your principles, building loyal communities, embracing controversy, offering alternatives to woke giants, and engaging directly with your customers, you can position your small business for success in today’s fractured marketplace.

So here’s the real question: What’s more important—chasing the latest woke trend or staying true to your convictions? If you ask me, the answer’s obvious. As these successful brands have shown, customers reward authenticity. Stick to what you believe in, and the right customers will follow.