Go woke, go broke, or alternatively get woke, go broke, is an American political catchphrase used by right-wing groups to criticize and boycott businesses publicly supporting progressive policies, including empowering women, LGBT people, and critical race theory ("going woke"), claiming stock value and sales drop ("going broke"). Opinions differ on the genuine impact of the phrase.[1][2]
When conservatives boycotted various companies in 2023, such as Bud Light, Target, and The Walt Disney Company, they experienced a loss in sales and stock value drops, while Disney lost subscribers to its streaming platform Disney+. Experts said these losses could not be solely attributed to the boycotts and that they could stem from other causes, such as the companies' responses to the boycotts.[3] Some movies said to be "woke" have gone on to financial success, such as Greta Gerwig's 2023 movie Barbie, while others, such as The Marvels, released to a record low box office for Marvel.[4][5][6][7]