“Go Woke, Go Broke” Is Just Racist Nonsense

Let’s stop pretending. “Go woke, go broke” isn’t a business principle—it’s a racist dog whistle. It’s code for: “I want the world to go back to when my money gave me power, and everyone else had to stay quiet.”

If treating LGBTQ folks, people of color, immigrants, or folks in wheelchairs with the same level of service makes me “woke,” then fine—hand me the badge. But let’s be honest: that’s not “woke.” That’s civil, decent, human.

Take Cracker Barrel. Everyone’s screaming, “They changed the logo, ditched the white dude, and lost market cap!” As if that’s the reason for their struggles. Please. The real problems? Smaller portions, worse quality, higher prices. Breakfast for four is over $100. That’s not “wokeness”—that’s mismanagement.

Meanwhile, in California—the world’s 7th largest economy if we were a country—we thrive on diversity. Disney, Google, Apple, Netflix, Tesla: companies that built empires by opening the door wider, not slamming it shut. Out here, inclusion isn’t a threat. It’s the business model.

Here’s my policy: I don’t care who you love, where you’re from, or what’s on your merch. I care that your payment clears. Racists, bigots, “go woke, go broke” disciples—you are not my customers. Take your robes and your pillowcases with eyeholes and keep walking.

And let’s kill the hypocrisy once and for all: if you’re screaming about “free markets” while losing your mind over rainbow flags, you’re not pro-capitalism—you’re just a hypocrite. Businesses are free to be inclusive. Customers are free to leave. That’s the market. Don’t like it? Don’t shop there. But spare us the dog whistles.