You'd think so, but I know one of those tryhard "manly tattoo dude" types who exclusively buys it because it markets to people like him. He's very conservative, very outdoorsy, very rural, yet he still buys coffee from bugmen that hate him, and he does it because he's an idiot who doesn't know better.
You've gotta give them credit: they saw about 500 types of coffee that appeal to gays and women and zero that appeal to men, and they filled that niche. It's just too bad it was all an act.
They have that "veteran" brand power, which keeps them afloat regardless of their controversies. If you even bring them up, people on the Right will pull that card back out to defend them.
And, granted, they did a lot of good for vets. But that's why they are impervious to being truly ruined by their actions so far.
It's good when companies do virtue-signaling of the good kind, obviously.
A Polish supermarket bought back the Olympic medal of an athlete who sold her medal to pay for the heart surgery of a kid. That's obviously virtue-signaling, but it's the kind that will be present in healthy societies. On the other hand, Sony virtue-signals by expressing support for people burning down American cities.
I'd call it less virtue signal when an actual vet makes it his mission to help out other vets with his company. Part of what makes it a virtue signal is the emptiness of the gesture, and the relative lack of investment needed (as in, a billion dollar company donating 10k, compared to him being a nothing company at the outset doing it).
It's not possible to ruin BRCCs reputation any further. It's about as low as it can go.
You'd think so, but I know one of those tryhard "manly tattoo dude" types who exclusively buys it because it markets to people like him. He's very conservative, very outdoorsy, very rural, yet he still buys coffee from bugmen that hate him, and he does it because he's an idiot who doesn't know better.
You've gotta give them credit: they saw about 500 types of coffee that appeal to gays and women and zero that appeal to men, and they filled that niche. It's just too bad it was all an act.
They have that "veteran" brand power, which keeps them afloat regardless of their controversies. If you even bring them up, people on the Right will pull that card back out to defend them.
And, granted, they did a lot of good for vets. But that's why they are impervious to being truly ruined by their actions so far.
It's just virtue-signaling.
It's good when companies do virtue-signaling of the good kind, obviously.
A Polish supermarket bought back the Olympic medal of an athlete who sold her medal to pay for the heart surgery of a kid. That's obviously virtue-signaling, but it's the kind that will be present in healthy societies. On the other hand, Sony virtue-signals by expressing support for people burning down American cities.
I'd call it less virtue signal when an actual vet makes it his mission to help out other vets with his company. Part of what makes it a virtue signal is the emptiness of the gesture, and the relative lack of investment needed (as in, a billion dollar company donating 10k, compared to him being a nothing company at the outset doing it).