Woke Policies
On its website, Dunkin’ expresses its commitment to upholding policies around diversity and inclusion that critics have deemed as “woke.”
Source: Aldrin Rachman Pradana/Unsplash
“Diversity is part of our core values; we embrace inclusion,” Dunkin’ says on the Inclusion and Diversity page. “Dunkin’ Brands is proud to have earned 100% on the Human Rights Campaign Corporate Equality Index for LGBTQ-inclusive workplace policies.”
Divisive Statement
Dunkin’ is just one of many companies that make such statements and market themselves as an inclusive company, so why are they getting the heat now?
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The answer to that lies in an alleged statement the company made about conservative spaces where they expressed a refusal to advertise on a video platform because “the right-wing culture of the site is too polarizing.”
Start of the Dispute
Chris Pavlovski, the CEO of video platform Rumble, shared a redacted screenshot on August 7 that he alleged was an email reply from Dunkin’ on why they wouldn’t advertise.
source: Rumble/X
“To be honest, [redacted] I would be opposed to showing up on the current version of the platform—the right wing culture of the site is too polarizing from a brand suitability standpoint today,” the screenshot said.
Pavolovski’s View
In an August 7 X post, Pavlovski accused Dunkin’ of wanting the video platform to drop popular conservative commentator Steven Crowder if they wanted to get advertising.
Source: Yuriko Nakao/Getty Images
“Both @Diageo_NA and @dunkindonuts want us to drop @scrowder and get away from ‘right wing culture’ in order to get ad dollars from them. My response: No, we don’t discriminate. All cultures are welcome on Rumble,” wrote Pavlovski on X in a post with over 2 million views.
Online Uproar
This email leak by Pavlovski started a chain reaction of outrage online, with other conservative activists and influencers standing by Rumble to start a boycott campaign.
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“BREAKING: Millions of people across the country will be boycotting Dunkin Donuts after Rumble CEO Chris Pavlovski released information showing them as a big actor in the move to boycott platforms like Rumble and X. Oh, how the turned have tables. We’re WINNING,” said Rumble streamer Behizy in an X post.
Taking a Stand
As posts supporting the boycott reached millions of views, other users came out to support the campaign against the company.
Source: Mike Mozart from Funny YouTube, USA/Wikimedia Commons
“It’s time to take a stand! #BoycottDunkinDonuts for their role in supporting the boycott of platforms like Rumble and X. Consumer power matters—let’s make our voices heard and hold companies accountable for their actions,” said X user Ben Owens.
Relentless Attacks
Boycott supporters descended on Dunkin’s social media posts, ensuring they were overwhelmingly filled with negative comments. On August 15, Dunkin posted an ad video that received more comments than likes.
Source: Christina @ wocintechchat.com/Unsplash
“#BoycottDunkinDonuts. You can join Disney, Target, and Budlight,” an X user wrote in response.
Pavolvski Piles On
In response to the ad, Pavlovski accused the company of trying to avoid the pressure to try to minimize the effect of the customer boycott.
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“Wrong time to drop an ad @dunkindonuts. You have far bigger problems you need to address. Staying quiet and trying to redirect won’t make it go away, it will make it worse,” wrote Pavolovksi.
Echoes of Past Campaigns
Conservative influencers and activists have recently found renewed vigor in their ability to organize on social media platforms like X and Rumble to make a huge impact.
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Last year, a conservative boycott of Bud Light over its decision to hire a transgender activist for its advertising ended up reportedly costing the company at least $1.4 billion in sales.
Woke Agenda
Conservatives have been pushing back from what they see as powerful American corporations enforcing a “woke” agenda that discriminates against them for their political views.
Source: Public Domain/Wikimedia Commons
Recently, Rumble joined X owner Elon Musk in a lawsuit going after advertisers that accused them of illegally conspiring to deprive certain platforms of advertising revenue.
Cancel Culture Conundrum
This boycott comes in the context of conservatives and liberals fighting a political culture war over what constitutes a valid “cancellation” of someone for views they have or actions they take.
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“MAGA’s latest ‘boycott’ is Dunkin’ Donuts because they won’t advertise on Rumble—aka YouTube for bigots. Guess it’s tough when your ‘cancel culture’ tantrums keep backfiring,” wrote the Daily Kos, an online progressive media organization, in an X post.