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New Tolerance Campaign Announces 2024 “Worst of the Woke” Awards
Super Bowl LVIII, The Olympics, Harvard, and More Among the Top 10 Worst Woke Offenders of the Year
Washington, DC — Today the New Tolerance Campaign (NTC), a grassroots watchdog organization, unveiled its fourth annual “Worst of the Woke” Awards — a look back at the year’s most outrageous headline-grabbing instances of woke-run-wild in the United States.
In 2024, 10 institutions went to extremes pressing a woke agenda on a weary public: DEI in Star Wars, drag queens at The Olympics, “nonbinary” toys and more all made the cut.
See the full list of “Worst of the Woke” Award winners — as well as this year’s “Champion of Tolerance” — below:
Award Winner: “The Acolyte”*
Reason: Disney hoped for a hit but ended up with a messy miss following the disastrous rollout of “The Acolyte.” The Star Wars spinoff crashed and burned, cancelled after only one season for the most predictable reason: it refused to stay true to Star Wars lore and instead sought to shoehorn as much DEI into every episode as possible: an all-lesbian coven of Force Witches lamenting the galaxy not accepting “women like us,” asking an alien for its pronouns, a pronounced emphasis on race and more all featured in the show. Series creator Leslie Headland even went on-record, stating that the inclusion of “queer” communities in the program was deliberate because it “would be natural” in an all-female community.
Award Winner: Super Bowl LVIII
Reason: With more than 123 million viewers every year, few things unite America like the Super Bowl — but not this year. The NFL spoiled the fun with divisive woke posturing, presenting two separate national anthems before the big game: a “black national anthem” and one for everyone else.
Award Winner: The Olympics
Reason: The Paris Olympics managed to anger Christians, conservatives, and anyone with good taste in dancing. The opening ceremony of the global athletic event began with a tableau of drag queens that more than a few people felt mocked “The Last Supper”; the cross-dressing star at the center of the performance who called herself “Olympic Jesus” only exacerbated the outrage.
Award Winner: Harley-Davidson
Reason: Harley Davidson had a rock-solid, badass brand…and then DEI came along. A video unveiled on X showed the company’s CEO Jochen Zeitz speaking at a conference in 2020 in which he called himself “the sustainable Taliban” and asserted Harley Davidson was “trying to take on traditional capitalism and trying to redefine it.” After the uproar, Zeitz issued a public statement denouncing DEI and declaring the bike builder would pull back from the woke brink, ending its participation with the odious “Corporate Equality Index” pushed by recognized hate group the Human Rights Campaign.
Award Winner: Columbia
Reason: During a three-week fiasco, the administration of Columbia University was paralyzed in the face of rabidly antisemitic and increasingly violent conduct: students took over the campus’s famed Hamilton Hall, barricaded the entrances, and hung a “Free Palestine” banner from a window. The inmates were running the asylum at New York City’s Ivy League school, with students issuing a list of wild demands that included a “complete divestment” from all Israel-related businesses and amnesty from disciplinary actions for protesting students. Columbia’s pushback? An email declaring that bringing in police “at this time” would be counterproductive. Things got so hot that Columbia ended up canceling its university-wide commencement ceremony.
Award Winner: Harvard
Reason: Following the unceremonious resignation of university president Claudine Gay under allegations of rank plagiarism, America’s premier Ivy League institution presented a case study in emotional fragility in the aftermath of Donald Trump’s victory in the 2024 presidential election. Harvard professors cancelled classes for two days to allow their students “space to process the election.” The school’s Institute of Politics distributed conciliatory pastries and sweets all day on November 6. And quizzes in the “Intermediate Microeconomics” class were declared optional henceforth as a reprieve from post-election trauma.
Award Winner: WPATH
Reason: Hippocratic Oath be damned! The World Professional Association for Transgender Health (WPATH) came under fire for its role in one of the most alarming medical scandals of our time. Behind closed doors, doctors affiliated with WPATH, who swore an oath to “do no harm,” privately discussed how sex-change procedures for minors are experimental, untested, and often devastatingly painful. The admissions directly contradicted their public-facing advocacy for the treatments, leaving families betrayed and children’s bodies permanently altered.
Award Winner: Mattel
Reason: The company behind Barbie pushed the boundaries of political correctness with the release of “the world’s first gender-neutral doll.” The toys, marketed as “gender-inclusive,” are designed to be “a boy, a girl, neither, or both.” Mattel hailed the launch as a step toward greater inclusivity, but the move sparked pushback among parents and child-development experts.
Award Winner: Penzeys Spices*
Reason: Once crowned “America’s Wokest Company,” Penzeys Spices stirred the pot yet again this year. The seasoning shop is known for promotional events such as “Republicans Are Racists Weekend” and for recommending their customers “send the Jewish people in your life…a photo of a couple sleeping bags up in your attic with the message that you will always have a place for them.” In 2024 the company sparked widespread outrage and calls for boycotts after their owner published an essay on the business’s website slamming the GOP. Of all places for Democratic presidential nominee Kamala Harris to deliver remarks about ending “divisiveness,” she chose this one?
Award Winner: Jaguar
Reason: Luxury carmaker Jaguar rolled out a bizarre ad in December that left audiences scratching their heads: a commercial filled with androgynous models and completely devoid of cars. To make matters worse, the auto manufacturer literally took the jaguar out of Jaguar, erasing the iconic big cat from its logo. Critics called the company “Bud Light 2.0.” X owner Elon Musk mockingly asked the company “Do you sell cars?” And conservative parliament member Nigel Farage predicted the UK brand “will now go bust.”
2024 CHAMPION OF TOLERANCE
In a year filled with hypocrisy and double-standards, one person went above-and-beyond to hold institutions to their stated principles
Award Winner: Robby Starbuck
Reason: Few people have had more of an impact holding corporate America’s feet to the fire this year than Robby Starbuck. The filmmaker, activist, and political commentator was already notable for standing up for free speech, religious liberty, and parental rights, but in 2024 he took his advocacy to the next level with action that shined a spotlight on divisive so-called “diversity, equity, and inclusion” (DEI) programs in corporate America — and compelled companies to stand down. Businesses long synonymous with blue-collar Americana such as Harley Davidson, Caterpillar, Ford, John Deere, and Tractor Supply were targets of Starbuck exposés that resulted in a rollback of DEI policies, termination of participation in the deceptively named “Corporate Equality Index,” and an end to “woke” employee trainings. American corporations are getting back to bottom-line basics, and Starbuck is responsible for showing them the way.
* For the first time, in 2024 NTC invited our supporters to suggest nominations for our “Worst of the Woke” list. This entry indicates an award-winner nominated by an NTC advocate.