The Clash of Capitalism and Neo Marxism

Coles, VF corpse, North Face brand have all fell felt the vitriol of the latest push from the right. These companies have been branded as woke capitalists and worse. Boycotts generally are effective because they threaten the reputation of the company by putting the company negative media spotlight. It's a self-fulfilling prophecy. If you sell less people, well, don't want to hold your stock because you're not going to make money. The panic sets in. So they sell triggering a sell off where the price starts dropping rapidly.