EXCLUSIVE: ‘The Man She Is Today’: European Companies Accused Of ‘Importing’ Woke Ideology

Consumers’ Research issued a “Woke Alert” on Thursday warning American shoppers that three European companies are “importing a European strain” of identity politics into the U.S.

The alert specifically targets IKEA’s drag queen marketing, T-Mobile’s diversity programs and Spotify’s equity campaigns, urging American customers to “call or email these three companies” to demand they stop “injecting woke politics into America.”

“While many American companies have been ridding themselves of the woke disease, European companies like T-Mobile, Spotify and IKEA continue to push their woke agenda on Americans,” Will Hild, executive director of Consumers’ Research, told the Daily Caller News Foundation. “These European companies continue to promoting woke events, legislation and policies harmful to everyone, including children, over there and in the U.S.”

The group’s criticism zeroes in on IKEA’s lobbying effort supporting the Equality Act, as well as its new pride month series, “Love Starts at Home,” featuring Dutch drag queen Envy Peru. The promotional webpage is accompanied by the tagline, “drag made her the man she is today.”

Consumers’ Research also points to comments by IKEA’s head of responsible sourcing, Joana Barata Correia, who emphasized that IKEA demands global suppliers adhere to strict social criteria.

“We demanded that suppliers adhere to our social and environmental requirements, and we spent all our efforts to verify their compliance,” she told Procurement Magazine.

German-owned T-Mobile similarly faces scrutiny for publicizing its diversity programs, including significant financial backing for the Human Rights Campaign and the “Next Level Program,” a job readiness course available only to “LGBTQ+, Black and Brown, and trans and non-binary young adults 18-30.”

Consumers’ Research is also scrutinizing Spotify, another Swedish giant,for its stated mission to embed “equity” into its “industry DNA,” notably through global promotions such as “Drag Bingo.”

“By embedding inclusion into everything we do, we create an environment where everyone — our bandmates, creators and users — can thrive, wherever they are in the world,” Spotify’s DEI webpage reads.

“We have made great strides eradicating the woke virus from corporate America — we don’t need to derail progress by importing a European strain,” Hild continued.

IKEA, T-Mobile and Spotify did not immediately respond to the Daily Caller News Foundation’s requests for comment.

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