Dr. Bronner's Defies Anti-Woke Trend with Activism and Record Sales
While many corporations are retreating from social causes to avoid backlash from an 'anti-woke' public, Dr. Bronner's Magic Soaps is doubling down on controversial political activism. CEO David Bronner, who describes the company as the 'fighting soap company,' recently criticized the Trump administration's agricultural policies and Unilever's handling of Ben & Jerry's. Despite these contentious stances, the brand continues to thrive, selling approximately one unit every two seconds across major retailers like Walmart and Whole Foods. Founded by Emanuel Bronner in the 1940s with activist slogans on labels, the company maintains its legacy of vocal engagement under David's leadership. The article highlights a unique business dynamic where taking strong moral positions correlates with booming sales rather than consumer boycotts.
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Dr. Bronner's Defies Anti-Woke Trend with Activism and Record Sales
While many corporations are retreating from social causes to avoid backlash from an 'anti-woke' public, Dr. Bronner's Magic Soaps is doubling down on controversial political activism. CEO David Bronner, who describes the company as the 'fighting soap company,' recently criticized the Trump administration's agricultural policies and Unilever's handling of Ben & Jerry's. Despite these contentious stances, the brand continues to thrive, selling approximately one unit every two seconds across major retailers like Walmart and Whole Foods. Founded by Emanuel Bronner in the 1940s with activist slogans on labels, the company maintains its legacy of vocal engagement under David's leadership. The article highlights a unique business dynamic where taking strong moral positions correlates with booming sales rather than consumer boycotts.
WSJ.com: US Business