Northwestern woodcrafter and author (me) joins effort
to boycott razor company for insulting male customers
Patrice Lewis | January 18, 2019
This week, Gillette ran an advertisement chastising “toxic” masculinity. The commercial depicted a bunch of men standing behind a row of barbecues while two boys grappled and fought. It depicted men sexually harassing women. It depicted men acting as bullies. It depicted a man inappropriately touching a woman in a boardroom and “mansplaining” her point of view. In short, it depicted a bunch of men being jerks.
Gillette basically told men they’re flawed because they’re masculine, and they can fix their flaws by being less manly. Oh, and buy our products.
Men everywhere took exception to the snarky, condescending tone and promptly boycotted the company. One customer put it, “Let me know more [about] toxic masculinity when it saves you from a burning building, goes to war to protect you and your freedoms, or rescues puppies, kittens and horses from flood waters after a hurricane.” Another man said, “Gillette has made it clear they do not want the business of masculine men. I will grant their wish.”
Now here’s a question: Why would a company that caters almost exclusively to men alienate its customer base by telling men they’re bad and need fixing?
This is what happens when Social Justice Warriors run a company. Profit becomes secondary to agenda. SJWs feel empowered by insulting their customer base, secure in the knowledge that “conservatives generally don’t threaten boycotts while leftist activists are happy to do so at the drop of a hat,” as Ben Shapiro put it.
But it seems Gillette – and by extension its parent company, Procter & Gamble – has made a fatal error. They found out men don’t like being insulted simply because they’re men. Gosh, I didn’t see that coming, did you?
This is the blind spot of Social Justice Warriors. They don’t understand that not everyone thinks like them. (read more)
Read the full commentary at WND