Worst of the woke: Watchdog names top 10 offenders of 2024

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The woke agenda was front and centre for many companies, schools and organizations south of the border in 2024.

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As the year has come to a close, U.S. grassroots watchdog group New Tolerance Campaign has come out with its worst of the woke awards, highlighting the top institutions who went to extremes with their leftist goals and objectives.

One award goes to “The Acolyte,” a Star Wars spinoff that featured diversity, equity, and inclusion (DEI) in each episode, including a lesbian coven of Force Witches and an alien being asked for its pronouns. The show was cancelled after one season.

February’s Super Bowl game between the San Francisco 49ers and Kansas City Chiefs also got in on the woke agenda as well, playing a “Black national anthem” ahead of “The Star-Spangled Banner” before kickoff.

Staying on sports, the Olympic Games in Paris was given a woke award for grabbing headlines in July for the host city’s Opening Ceremony, featuring drag queens seated at a long table in a scene that many thought mocked “The Last Supper” and the cross-dressing star who called herself “Olympic Jesus.”

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Motorcycle company Harley Davidson was forced to slam the brakes on its DEI initiatives following online backlash this summer, announcing an end to its participation in the “Corporate Equality Index” and a reassessment of their employee training initiatives.

Two Ivy League universities made the awards list as well.

Harvard went overboard with its reaction to Donald Trump winning the presidential election in November for a second time as professors cancelled classes for two days to allow students “space to process” results of the vote. To also help alleviate post-election trauma, an Intermediate Microeconomics quiz was declared optional.

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At Columbia, the school’s administration was unable to confront antisemitic and increasingly violent conduct over a three-week period as students took over a part of the university and staged an on-campus protest that featured a “Free Palestine” banner hung in a window and demands that included a “complete divestment” from Israel-related businesses. Columbia also cancelled its commencement ceremony due to the protest.

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The World Professional Association for Transgender Health also received a woke award after being accused of suppressing evidence that contradicts its policies while advocating for sex-change procedures for minors.

Toy company Mattel went woke after unveiling the first gender-neutral Barbie doll. The toy figures were described as “a boy, a girl, neither, or both” and marketed as “gender-inclusive.”

An American spice company, Penzeys Spices, also made the list after its owner published an essay that slammed the Republican Party following a visit by U.S. Vice President Kamala Harris to its Wisconsin shop while she campaigned as the Democratic presidential candidate. In the past, the company held a “Republicans Are Racists Weekend” as well as recommending customers “send the Jewish people in your life … a photo of a couple sleeping bags up in your attic with the message that you will always have a place for them.”

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Last but not least, British luxury automaker Jaguar had people confounded with its latest ad campaign that featured androgynous models and no cars. In addition, the jaguar was erased from its logo. The company was mocked by Elon Musk, who asked if they sell vehicles, and conservative U.K. parliament member Nigel Farage warned that the brand “will now go bust.”

“The Acolyte” and Penzeys Spices were nominated by New Tolerance Campaign supporters, marking the first time outside suggestions made the worst of the woke list.

Meanwhile, the organization awarded a “Champion of Tolerance” honour to Robby Starbuck, a filmmaker, activist and political commentator who is active on social media. He was named after taking his advocacy to the next level in 2024 for shining a spotlight on divisive DEI programs in corporate America, forcing companies like Harley Davidson, Caterpillar, Ford, John Deere, and Tractor Supply to roll back woke policies.

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