Has anti-wokeness made MAGA brands rich? | The Economist

TL;DR

MAGA-branded products have largely failed commercially despite Trump's political success, because most conservatives don't want politics visible in everyday consumer choices.

Key Points

• 1.A parallel economy of MAGA brands exists but is niche. Products range from Ultra Right Beer and pro-life diapers (Every Life) to cigars, T-shirts, and MyPillow — all marketed exclusively to Trump supporters via talk radio and right-wing podcasts.
• 2.MAGA brands have performed poorly financially. Publicly listed ones saw share prices tank even after a brief post-2024 election euphoria, and private brands rarely report success commensurate with theoretically addressing half the American electorate.
• 3.Most conservatives don't want political identity visible in consumer choices. Even among Trump voters, only a small subset wants to broadcast politics through purchases like beer labels seen at the beach, limiting the addressable market severely.
• 4.MAGA influence is more effective via boycotts than new brands. Bud Light lost its position as America's best-selling beer after a 2023 MAGA-led boycott over a transgender influencer post, and Cracker Barrel quickly reversed a rebranding that consumers labeled 'woke' — showing pressure on existing brands works better than launching alternatives.