Featured Photo: Antonio Gramsci.
It’s no secret than the last several years have shown us many large corporations’ embrace of progressive ideological causes. They have inserted themselves into political and cultural debates that have little to do with their actual business — all to make the left happy. But there are signs that this trend may be reversing. You may have heard the phrase “long march through the institutions.” This describes a strategy associated with Marxist thinkers: gradually reshaping society by influencing key cultural institutions such as universities, media, and corporations. Many businesses have adopted this approach, promoting ideological agendas that often ran contrary to the views of many of their own customers.
However, a growing number of companies are beginning to rethink that strategy. This about face comes at the hands of several recent examples of backlash. One of the most famous fails was a Bud Light marketing campaign involving a transgender influencer. The response from consumers was swift and significant, leading to massive declines in sales and market value. Jaguar faced similar, if not worse, decline after their own gender-bending ad campaign. Even the famous outdoors outfitter Eddie Bauer is in financial straits. These episodes serve as a warning to other companies about the dangers of alienating large portions of their customer base.
As a result, many corporations appear, at least, to be stepping back from overt political activism. These companies are learning the harsh realities of ideological activism in the marketplace. Now, this shift doesn’t mean that cultural conflicts are over. Firstly, some of these marketing rebrands are just that—changing a few department names and job titles. But beyond that, institutions that shape public life like education, media, and government remain deeply influenced by ideological movements. But the corporate world, which once seemed eager to join that effort, may now be reconsidering its role.
This moment offers an important lesson. Cultural change often happens slowly, through the influence of institutions. But we can also move in the opposite direction when we respond thoughtfully and courageously. It is quite possible that the same institutions that helped spread liberal cultural ideas maybe can experience a kind of reverse march—but only with our continued hard work and truth telling.
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