Corporate virtue signaling may be bad for business, or at least worthy of ratio – UPS jumps on the ‘Latinx’ bandwagon and finds out

Corporate entities have blossomed into full time virtue signaling social media hacks in recent years. Competition is king in a Capitalist society and no company wants to miss the opportunity to express their political leanings and alienate roughly half of their company base when everyone is doing it. Many corporations regularly post leftist talking points and social justice warrior friendly terms and phrases on their social media accounts. Shipping guru, UPS, recently opted to utilize the term “Latinx,” presumably in an effort to demonstrate support for minority owned businesses.

UPS is proud to support Latinx small business owners as they define success on their own terms. Join us in showing support and see them thrive! #ProudlyUnstoppable

— UPS (@UPS) September 12, 2022

The funny thing about that term “Latinx,” is that not everyone is ready to embrace an ungendered form of the word. In fact, reportedly only 2% of Hispanic voters prefer the term. Sometimes progressive intentions are wrought with misguided and unnecessary effort on behalf of the people who are supposed to be offended. So, whatever proud UPS.

‘Their own terms’ are Latino and Latina.

— Super Bowl Shuffler🐻🇺🇸 (@Stop_Lyin_biden) September 17, 2022

“Latinx” pic.twitter.com/QXlL0Sumuz

— A Well Armed Lamb🇺🇲🏳️‍🌈 (@shawn21jax) September 17, 2022

Please stop using “Latinx.” It’s a progressive slur and we don’t like it.

— AngryMom🇺🇸 “Just a Mom” for Mark Ronchetti (@AngryMomUSA) September 17, 2022

Not that the UPS response bot doesn’t take all of the “please don’t call us Latinx” feedback seriously:

Did UPS even conduct focus groups on this stuff? Or has publicly demonstrating wokeness become more essential to business than meeting customer needs?

Cut the latinx nonsense. Nobody uses that (nobody that matters in this situation anyway). It’s cringe and performative. You’re not impressing anyone so don’t bother. And in my area, you are vastly underpaying package handlers so figure that out first and stop being “woke”.

— Philly Cheesecake vs. Machine Kraid (@RudeBoyTooBased) September 17, 2022

Just deliver the packages and leave the virtue signaling to the liberals.

— Freeborn [email protected] 247365 (@In2trux) September 17, 2022

In a politics-infused world, broadcasting partisan talk points and made-up terms lack the broad appeal that fuels successful marketing campaigns.  Put “Latinx” on the shelf and deliver our packages, without prejudice, please.

***

Editor’s Note: