{"id":77772,"date":"2025-08-04T01:09:05","date_gmt":"2025-08-04T05:09:05","guid":{"rendered":"https:\/\/world.edu\/?p=77772"},"modified":"2025-08-04T01:09:05","modified_gmt":"2025-08-04T05:09:05","slug":"go-woke-go-broke-is-no-longer-true-socially-aware-capitalism-is-the-future-of-corporate-responsibility","status":"publish","type":"post","link":"https:\/\/world.edu\/go-woke-go-broke-is-no-longer-true-socially-aware-capitalism-is-the-future-of-corporate-responsibility\/","title":{"rendered":"\u2018Go woke, go broke\u2019 is no longer true. Socially aware capitalism is the future of corporate responsibility"},"content":{"rendered":"

\"\"<\/p>\n

The phrase \u201cgo woke, go broke<\/a>\u201d is often used by critics of corporate social responsibility. It implies that companies face a binary choice: embrace progressive values or pursue profit.<\/p>\n

But this dichotomy between \u201cwokeness\u201d and capitalism is both simplistic and increasingly out of step with corporate reality.<\/p>\n

Many companies are learning to navigate a middle path. They are embedding social, environmental and ethical considerations into their business strategies \u2013 not in spite of profit, but because it contributes to long-term value creation.<\/p>\n

Understanding this shift \u2013 and the backlash to it \u2013 is fundamental to grasping modern corporate responsibility.<\/p>\n

Our\u00a0research<\/a>\u00a0examines the growing tension between evolving \u201cwoke\u201d agendas within firms and the enduring demands of shareholder value, known as \u201cshareholder revanchism\u201d.<\/p>\n

We explore this dynamic using academic Archie Carroll\u2019s\u00a0Pyramid of Corporate Social Responsibility<\/a>, where economic responsibility forms the foundation for higher legal, ethical and philanthropic obligations.<\/p>\n

Ultimately, we argue for a reassessment of the prevailing emphasis on shareholder profit and short-termism. Directors should adopt a more balanced approach when pursuing profit and discharging their duties.<\/p>\n

The illusion of choice<\/strong><\/h4>\n

The idea that directors must choose between shareholders and stakeholders \u2013 between profit and progressive causes \u2013 has deep roots in law and economics.<\/p>\n

For decades, shareholder primacy prevailed in global business. This principle was famously reinforced in court decisions such as the 1919\u00a0Dodge v Ford<\/a>\u00a0case in the United States. Henry Ford was found to have a duty to operate his company in the interests of shareholders. It was later\u00a0popularised by Milton Friedman<\/a>, who declared that \u201cthe social responsibility of business is to increase its profits\u201d.<\/p>\n

A stark example of this tension came with the ousting of Emmanuel Faber, chief executive of food giant Danone in 2021. Faber was\u00a0accused<\/a>\u00a0by some shareholders of failing to \u201cstrike the right balance between shareholder value creation and sustainability\u201d. His critics felt he focused too much on people, the planet and social responsibility and not enough on profits.<\/p>\n

Yet corporate law has begun to evolve. In the United Kingdom,\u00a0section 172 of the Companies Act 2006<\/a>\u00a0still requires directors to promote the success of the company \u201cfor the benefit of its members\u201d. But the legislation also requires directors to consider employees, suppliers, communities and environmental outcomes.<\/p>\n

This model \u2013 sometimes termed \u201cenlightened shareholder value\u201d \u2013 preserves profit as the goal, while recognising that broader factors shape how it is achieved.<\/p>\n

New Zealand\u2019s\u00a0brief experiment<\/a>\u00a0with section 131 of the Companies Act 1993, which allowed directors to consider environmental, social and governance (ESG) factors, is another example. The amendment was introduced under Labour before being revoked by the National-led coalition.<\/p>\n

Canada has a similar provision.<\/p>\n

The challenge of defining \u2018woke capitalism\u2019<\/strong><\/h4>\n

The phrase \u201cwoke capitalism\u201d was popularised in a 2018 New York Times\u00a0opinion piece<\/a>\u00a0about corporate activism.<\/p>\n

It originally described how firms were supporting progressive causes to attract younger, values-driven consumers \u2013 not out of altruism, but to strengthen brand appeal.<\/p>\n

In 2019, the\u00a0US Business Roundtable<\/a>\u00a0\u2013 a group of 200 top chief executives \u2013 rejected shareholder primacy in favour of stakeholder governance. It pledged to run companies for the benefit of all stakeholders: customers, employees, suppliers, communities and shareholders.<\/p>\n

This followed a\u00a02018 letter<\/a>\u00a0by Larry Fink, chairman of BlackRock, calling on firms to pursue a broader purpose and serve all their stakeholders.<\/p>\n

Yet corporate activism carries risks.<\/p>\n

Nike\u2019s\u00a0campaign featuring Colin Kaepernick<\/a>\u00a0boosted sales but sparked backlash over the American football player\u2019s support for Black Lives Matter. Bud Light\u2019s\u00a0brief partnership<\/a>\u00a0with transgender influencer Dylan Mulvaney triggered boycotts. Gillette\u2019s\u00a0\u201ctoxic masculinity\u201d campaign<\/a>\u00a0alienated many long-time customers.<\/p>\n

Jaguar\u2019s\u00a0sales plunged<\/a>\u00a0after a rebrand was criticised as pandering. Even ice cream company Ben & Jerry\u2019s has\u00a0clashed with parent company<\/a>\u00a0Unilever over the limits of its political expression.<\/p>\n

These examples show that progressive branding is not always rewarded \u2013 but nor is silence. Companies now risk criticism for failing to speak out on issues their stakeholders care about. It is clear consumers are increasingly attuned to\u00a0corporate social responsibility<\/a>.<\/p>\n

Creating value for everyone<\/h2>\n

A central challenge in reconciling these tensions is the definition of profit itself. Traditional corporate law treats profit as the ultimate end of business activity.<\/p>\n

But\u00a0scholars such as Edward Freeman<\/a>\u00a0argue that profit is a precondition for continuity \u2013 not an end in itself. As he puts it, profit to a company is like red blood cells to a human: essential for survival, but not the purpose of life.<\/p>\n

Under this view, profit becomes cyclical. It is a means of sustaining activity, not a fixed destination. This may seem open ended, but it avoids the fiction that companies ever reach a final \u201cprofit goal\u201d.<\/p>\n

Firms pursuing social impact are not abandoning capitalism; they are redefining it.<\/p>\n

In a polarised climate, \u201cwoke capitalism\u201d remains a lightning rod. But the supposed conflict between ethics and economics is a false one. Courts, lawmakers and firms alike are recognising that social responsibility can support, rather than undermine, long-term value.<\/p>\n

Directors are no longer torn between duty and decency. They are navigating a broader understanding of corporate success \u2013 one in which \u201cwokeness\u201d and capitalism are not opposing forces, but interdependent elements of a sustainable business strategy.<\/p>\n

Author Bio:<\/strong> Peter Underwood is a Senior Lecturer, Faculty of Law at the University of Auckland, Waipapa Taumata Rau<\/em>
\n
\nThis article is based on research completed with Dr Philip Gavin from the University College of London.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The phrase \u201cgo woke, go broke\u201d is often used by critics of corporate social responsibility. It implies that companies face a binary choice: embrace progressive values or pursue profit. But this dichotomy between \u201cwokeness\u201d and capitalism is both simplistic and increasingly out of step with corporate reality. Many companies are learning to navigate a middle […]\n… learn more→<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[434576],"coauthors":[11733],"class_list":["post-77772","post","type-post","status-publish","format-standard","hentry","category-business-politics","tag-wokism"],"acf":[],"yoast_head":"\n\u2018Go woke, go broke\u2019 is no longer true. 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