The phrase “Go woke, go broke” has become commonplace in recent years, and now Americans have a new tool to help them easily identify and avoid companies with progressive politics. Enter Veebs, an app that allows users to scan product barcodes while shopping and instantly provides information on the company’s involvement in controversial social issues.
Veebs employs an algorithm that calculates a ‘V score’ ranging from one to 100, indicating the company’s level of progressiveness. A lower score suggests a more “woke” company. The app caters to both progressives and conservatives and can even offer alternative options to products from brands that do not align with a user’s values.
With a focus on New York City, one of the most progressive cities, DailyMail.com explored the options available to residents who support contentious ideas like critical race theory and gender-affirming care for children. Among the products reviewed, Ben and Jerry’s ice cream earned a low score of 20 due to their left-wing stances, which include criticizing Israel and the US for Native American land disputes while holding on to their own Vermont headquarters, which was taken from indigenous people.
Veebs was created in response to the increasing significance of political values in consumers’ decisions. It functions like a barcode scanner on a smartphone, rapidly generating V scores based on public information about the company, including financial reports, statements, press releases, interviews, ad campaigns, and social media activity. Users can customize their profiles with preferences such as “America First” or “Social Justice” to influence the color-coded scores.
While the app has garnered early enthusiasm, it does have some limitations, including a relatively limited database of scanned products and some products receiving middling scores. Nonetheless, Veebs aims to expand its offerings to cover around 500,000 items by the end of the year.
Veebs’ CEO, Chris Rhodes, revealed that the idea for the app emerged two years ago as a response to the need for people to make informed choices based on their values. He noted that while culture wars issues gained momentum, there was a lack of accessible information on where companies stood politically. The app’s development required significant data gathering and programming efforts, but Rhodes believes it is a valuable tool given the nation’s politically charged climate.
The launch of Veebs coincides with ongoing debates over “woke culture” infiltrating marketing and advertising. Bud Light, for instance, experienced a significant market cap drop after collaborating with transgender influencer Dylan Mulvaney, leading to a boycott and a decline in popularity. Meanwhile, Modelo emerged as a favored beer brand amid the backlash against Bud Light.
Overall, Veebs aims to empower consumers with valuable information and transparency about companies’ political stances, hoping to serve as a trusted partner in their shopping decisions.