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> Take any example of companies "going woke" and the answer is always the same: it was more profitable.

Gillette going woke in 2019 was definitely not profitable.

P&G CFO believes dropping profits had more to do with beards being more popular than anything else: https://qz.com/1680613/pgs-gillette-writes-off-8-billion-as-...

I vaguely remember a somewhat cringey commercial but, did you have evidence indicating this drove down sales further?