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Get woke, go broke!

In 2018, science fiction author John Ringo published a paper in which he argued that brands using overt political commentary in their advertising ran the risk of losing market reach and having profits decline. The idea has been encapsulated by the expression "go woke, go broke."According to The Daily Wire, high profile examples of this phenomenon include the release of the film Terminator: Dark Fate. In MovieWeb, Jeremy Dick wrote:

Another possible reason for the new movie's lackluster performance would be its reputation as a "woke" reboot of the franchise. [...] Whether this is true or not, this reputation could have soured some potential ticket-buyers from attending Dark Fate showings in an era where many Americans are starting to feel movies, TV shows, and other forms of entertainment are just getting too politically-correct. Coined by bestselling author John Ringo, the phrase "Get Woke, Go Broke" certainly comes to mind.

Other high-profile marketing campaigns to which the term have been applied by observers include Nike's aforementioned Colin Kaepernick ads and Gillette's "toxic masculinity" campaign. Frank Chung wrote:

Advertising is increasingly the battleground of the culture wars, with big brands like Target, Nike and Starbucks copping backlash, and praise, for taking sides in divisive social and political issues like race, gender and sexuality. But by alienating roughly 50 per cent of potential customers, many brands end up taking a hit to their bottom line - "Get woke, go broke."

https://en.wikipedia.org/wiki/Woke