‘Anti-woke’ companies set to implode

A group of allies in Donald Trump’s inner circle are seeking to profit from Trump’s re-election and the resurgent MAGA movement in the US, with a network of companies positioned to appeal to “anti-woke” and “values-oriented” sentiments.

This week, companies in the so-called parallel economy — a nascent ecosystem targeting consumers with conservative or Christian values ​​— celebrated Trump’s victory as a major boon for their businesses, which have so far struggled to turn a meaningful profit.

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