New York (Trends Wide) — Chick-fil-A became a surprise target of right-wing ire after it was discovered that the company has an executive who oversees its diversity, equity and inclusion (DEI) policies.

Chick-fil-A thus joins a growing list of companies that have been criticized by right-wing media outlets and Social Media conservatives for their “woke” marketing. But Chick-fil-A is an unusual target for the right because of the company’s conservative credentials.

What happened?

The fact that Chick-fil-A has been trending online and the subject of conservative media news segments demonstrates the power that a few people with a large following can have on social media.

In a series of tweets, including one with a transphobic comment, right-wing political commentator Joey Mannarino asked earlier this week if people were going to “boycott” the chain over the company’s efforts on diversity, equity and inclusion. .

Shortly after, far-right personalities such as Charlie Kirk of Turning Point USA, e Ian Miles Cheong.

What is really behind?

The target of his wrath was Erick McReynolds, Chick-fil-A’s vice president of diversity, equity and inclusion, who has held the position for about three years. Chick-fil-A says that she is “committed to being better together.”

“Our founder, Truett Cathy, believed that ‘a great company is a caring company,'” Chick-fil-A notes on its diversity, equity and inclusion web page. “At Chick-fil-A, our commitment is to approach this work with intention and humility, always believing the best in each other and striving to find common ground.”

It is not clear why McReynolds is now attracting the attention of some conservatives. The restaurant chain declined to comment on the alleged controversy and declined to make McReynolds available for an interview.

Chick-fil-A has long been a conservative

Chick-fil-A is notoriously conservative. Her restaurants are closed on Sundays for religious reasons, and she has donated to anti-LGBTQ organizations in the past (a decision she reversed in 2019). In 2012, former Chick-fil-A president Dan Cathy spoke out against legalizing same-sex marriage in the United States, prompting boycotts from the left.

The company has deep Christian roots. The diversity, equity and inclusion section on Chick-fil-A’s website includes religious references, saying the company’s purpose is to “glorify God by being a faithful steward of all that is entrusted to us. Having an influence positive in everyone who comes in contact with Chick-fil-A.”

It’s Not Just Chick-fil-A

It is not clear if the boycott efforts have been successful. Chick-fil-A is a private company and does not generally announce sales data.

Still, it joins a list of companies, including Target and Anheuser-Bush’s Bud Light, facing conservative backlash for what some consider “woke” marketing.

Bud Light sponsored a social media post by trans personality Dylan Mulvaney, showing off a can personalized with his likeness. That set off a storm in right-wing channels, and Bud Light sales have fallen sharply 25% in May compared to a year earlier, according to Beer Business Daily, an influential industry newsletter.

Last week, Target came under homophobic attack for selling Pride-related items, something it has done for several years. The campaign turned hostile, with threats against Target employees and cases of damaged products and displays in stores. Ultimately, Target chose to protect employee safety by removing certain items that it said drew the most “volatile” reaction from opponents.

Damaging brands’ sales and reputations was the campaign’s stated goal: “The goal is to make ‘pride’ toxic to brands,” right-wing commentator Matt Walsh said on Twitter. “If they decide to shove this crap in our faces, they must know that they will pay a price. It will not be worth what they think they are going to gain.”

But Target’s response angered LGBTQ advocates and drew criticism for caving in to extremist elements in American society. These campaigns also come amid a record number of anti-LGBTQ bills introduced in state chambers this year and escalating political attacks against transgender people by leading Republican presidential hopefuls.