From the essay: "Consumers have emphatically rejected brands that ventured too far into wokeness. The Bud Light brand may have been permanently damaged by it."
What Bud Light did was hire an influencer to promote their product in an Instagram video (and then of course they later backtracked). The only thing "woke" about the video was that the influencer was a trans woman.
If Paul Graham would like to elaborate on this passage meant I welcome it, but my read was that supporting a trans woman falls under his definition of "wokeness".
Indeed. I mean, an article on censorious "priggishness" could have easily picked outrage mobs boycotting brands over deeming a trans person worthy of association as evidence that the "woke" people didn't have a monopoly on self righteousness and censoriousness.
Instead, he effectively endorsed the position that trans people were "woke" simply for existing and the consumers cancelling them had a point.
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