In an attempt to adopt a more “woke” corporate approach, Dunkin’ Donuts allegedly suffered a loss of over $1 billion. They dubbed their decision as “the biggest mistake of our life.”

As per industry analysts, the company “forgot” its core customer base when they moved towards the “woke” agenda. They defended their decision to introduce a number of campaigns with messages of inclusivity and LGBTQ+ pride-themed promotions stating the company attempted to appeal to younger and more progressive audiences.

However, they faced backlash from their longtime supporters. “I used to love Dunkin’ for its simplicity—coffee, donuts, and no politics. Now I feel like I’m being lectured with every new ad. It’s just not the Dunkin’ I grew up with,” one of their customers said.