Consumer Research Executive Director Will Hild Discusses Consumers First Initiative with 7-Figure Anti-Woke Ad Campaign on CNBC, Fox Business and Local Stations


A conservative non-profit is targeting some of the nation’s most powerful chief executives. Consumers’ Research is launching an ad campaign to fight what it calls “woke capitalism” and is calling out the CEOs of American Airlines, Coke and Nike. Will Hild, executive director of Consumers’ Research, joined “Squawk Box” on Friday to discuss. YouTube Tips ⓘ

Consumers’s Research intends to expose corporations the organization says are giving out hypocritical messages in order to hide their own shortcomings in business and social responsibility.

Consumers’ Research executive director Will Hild explains how the organization is calling out ‘woke’ companies in a new initiative with 30-second ads. YouTube Tips ⓘ

Consumers’ Research is a non-profit organization established in 1929 by Stuart Chase and F. J. Schlink after the success of their book Your Money’s Worth: a study in the waste of the Consumer’s Dollar that galvanized interest in testing products on behalf of consumers. Consumers’ Research published a monthly magazine called Consumers’ Research Bulletin. Consumers’ Research has headquarters in Washington, D.C., focusing on consumer issues and policy.

Leading staff from Consumers’ Research, thwarted in their efforts to establish a collective bargaining unit of a labor union, protested and left to form Consumers Union, which was founded in 1936. The magazine published by Consumers Union, initially Consumers Union Reports and now called Consumer Reports, gained popularity and market share over the Bulletin and largely supplanted its relevance.

Douglas Murray, author of ‘The Madness of Crowds,’ says companies get involved in politics to ‘cover over’ more concerning issues. YouTube Tips ⓘ


In The Madness of Crowds Douglas Murray investigates the dangers of ‘woke’ culture and the rise of identity politics. In lively, razor-sharp prose Douglas Murray examines the most controversial issues of our moment: sexuality, gender, technology and race, with interludes on the Marxist foundations of ‘wokeness’, the impact of tech and how, in an increasingly online culture, we must relearn the ability to forgive.



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Consumers’ Research ad alleges problems with Nike and CEO John Donahoe have been “covered” by political messages. YouTube Tips ⓘ

Consumers’ Research alleges that American Airlines and CEO Doug Parker are appeasing the radical left to distract from their billions in bail outs and record layoffs and being “the worst” airline in baggage loss and shrinking leg room during the COVID-19 pandemic. YouTube Tips ⓘ

Consumers’ Research alleges that Coca-Cola and James Quincy are “busted” for practicing phony science and serving woke politicians while distracting consumers from years of dismal sales, benefitting from forces labor in China, and poisoning America’s youth. YouTube Tips ⓘ

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