Conservative Business Against Equality, Respect, and Kindness
- A.R.
- Apr 30
- 5 min read
Updated: May 1
In today's increasingly divided society, forces actively promote hate and intolerance that overshadow the values of equality, respect, and kindness. This trend has given rise to business directories and marketplaces explicitly organized around ideological commitments. One prominent example is PublicSquare, a conservative e-commerce platform and business directory that markets itself as an alternative for those seeking to avoid "woke" companies. As small businesses navigate this landscape, understanding these conservative developments becomes crucial for making informed decisions about how and where to communicate their own values.
It's important to note that initiatives like Our Values Are recognize that principles such as equality, respect, and kindness apply universally—to people across the political spectrum, including conservatives. The fundamental values of human dignity and respect transcend political affiliation. However, as we'll explore, some business platforms explicitly reject this inclusive approach in favor of exclusionary practices that affect marginalized communities that the Our Values Are project is trying to empower.
What is PublicSquare?
Founded in 2021 by Michael Seifert, PublicSquare positions itself as "America's Marketplace" and a platform for businesses that align with "traditional values." The platform gained significant attention after being promoted by conservative figures including former President Donald Trump's son, Donald Trump Jr.¹ By late 2023, the company claimed to have over 70,000 businesses listed and more than 1.5 million app downloads.²
On its website, PublicSquare states that it aims to provide "value-aligned shopping" and describes itself as "a community of freedom-loving Americans" that supports "businesses that share traditional American values."³ The platform requires businesses to affirm several commitments before joining, including support for "the family unit," "the sanctity of life," and "the right to religious freedom."⁴ The company's founder, Michael Seifert, has explicitly positioned the platform against inclusive values, characterizing diversity initiatives as "progressive authoritarian values" that corporations "weaponize against anyone that disagrees."⁶
The Language of Exclusion
While PublicSquare frames its mission in terms of "freedom" and "traditional values," a closer examination reveals how these terms often function as coded language for policies and practices that discriminate against marginalized communities.
"Anti-Woke" Positioning
PublicSquare prominently positions itself against what it calls "woke corporations." The term "woke" originated in Black American communities as a call to stay alert to social injustice, particularly racism. However, it has been co-opted and weaponized by conservative movements to dismiss concerns about equality, diversity, and inclusion.⁷
When PublicSquare and similar platforms decry "woke" business practices, they're typically referring to:
Corporate diversity and inclusion initiatives
Support for LGBTQ+ rights and recognition
Acknowledgment of systemic racism
Gender equality measures
This "anti-woke" framing effectively markets discrimination as a positive value, turning the rejection of equality and inclusion into a selling point rather than acknowledging it as a form of exclusion.
"Traditional Values" and Their Impact
PublicSquare's emphasis on "traditional values" often translates to specific positions that directly impact the communities championed by the Our Values Are image:
"Sanctity of Life" - This phrase is frequently used to oppose reproductive rights. Businesses endorsing this value often support policies that limit women's healthcare access and bodily autonomy, directly contradicting the principle that "Women's Rights Are Human Rights."⁸
"Religious Freedom" - While religious freedom is an important principle, this term has increasingly been used to justify discrimination against LGBTQ+ individuals. Businesses claiming this value often seek exemptions from non-discrimination laws, undermining the fundamental truth that "Love Is Love."⁹
"Merit-Based Society" - This concept is often invoked in opposition to diversity, equity, and inclusion (DEI) initiatives, characterizing such efforts as unfair advantages rather than attempts to level historically uneven playing fields. This framing particularly affects people with disabilities and neurodivergent individuals by dismissing the structural barriers. Such positioning undermines the principles that "Disabilities Are Respected" and "Neurodivergence Is A Superpower" by failing to recognize the systemic changes needed for true inclusion.¹⁰
Real-World Consequences
The impact of these "values-based" business practices extends far beyond rhetoric. A 2023 Human Rights Campaign report documented over 500 anti-LGBTQ+ bills introduced in state legislatures, many supported by the same business interests that align with platforms like PublicSquare.¹¹
These policies have tangible effects:
Economic Harm: Studies show that anti-LGBTQ+ legislation costs states billions in lost business and tourism. North Carolina's HB2 "bathroom bill" alone cost the state an estimated $3.76 billion in lost business.¹²
Mental Health Impacts on Transgender Individuals: Research shows that anti-transgender policies and non-affirming environments have devastating consequences for transgender people. Studies indicate that transgender youth in non-supportive environments are more than four times as likely to attempt suicide compared to those in affirming settings.
Reduced Access to Essential Services: When businesses can refuse service based on "traditional values," marginalized people lose access to everything from healthcare to housing to everyday goods and services.¹³
Systemic Barriers for People with Disabilities: "Traditional values" approaches often resist accessibility requirements as "regulatory burdens," despite evidence that such accommodations benefit everyone. The resulting exclusion reinforces the marginalization of the 26% of Americans who have disabilities.¹⁴
Discrimination Against Immigrants: Businesses aligned with "anti-woke" values frequently support policies that treat immigrants as inherently suspect or dangerous, contradicting the principle that "No Human Is Illegal" and creating hostile environments for immigrant workers and customers.¹⁵
Moving Forward
As the business landscape becomes increasingly segmented by values, small businesses face important choices about how they position themselves. While platforms like PublicSquare frame exclusionary practices as "traditional values," the Our Values Are initiative offers a different vision—one where businesses recognize that equality, respect, and kindness strengthen communities and create better outcomes for everyone.
A crucial distinction is that the Our Values Are initiative embraces universal principles that apply to all people, regardless of political affiliation. The statement that "All People Are Equal" includes conservatives and progressives alike. The call for kindness extends to everyone, without exception. This inclusive approach stands in stark contrast to platforms like PublicSquare, which explicitly reject and exclude those who don't conform to a specific ideological framework.
By displaying the Our Values Are image, small businesses make a clear statement that all people deserve dignity and respect, regardless of their identity or political beliefs. In doing so, they contribute to building a business environment where no one faces discrimination when seeking goods, services, or employment.
In a world where "anti-woke" has become a marketing strategy for exclusion, visibly standing for inclusive values isn't just ethically sound—it's increasingly good business.
Get the Our Values Are image → Display it on your website → Amplify your values!
References
¹ Kelly, H. (2023, September 14). A GOP answer to 'woke' shopping attracts Trump Jr. and billionaire cash. Washington Post. Retrieved from https://www.washingtonpost.com/technology/2023/09/14/conservative-shopping-app-publicsquare/
² PublicSquare. (2023). About Us. Retrieved from https://business.publicsquare.com/about-publicsquare
³ PublicSquare. (2023). Homepage. Retrieved from https://www.publicsquare.com/
⁴ PublicSquare. (2023). Business Application. Retrieved from https://business.publicsquare.com/apply
⁵ PublicSquare CEO Michael Seifert Joins Legal Effort to Defend Religious Freedom. (2024, October 16). Yahoo Finance. Retrieved from https://finance.yahoo.com/news/publicsquare-ceo-michael-seifert-joins-100000917.html
⁶ An Interview with Michael Seifert. (2022, April 20). The Texas Horn. Retrieved from https://thetexashorn.com/2022/04/20/an-interview-with-michael-seifert/
⁷ Romano, A. (2020, October 9). How "woke" went from Black activist watchword to racially loaded term. Vox. Retrieved from https://www.vox.com/culture/21437879/stay-woke-wokeness-history-origin-evolution-controversy
⁸ Greenhouse, L., & Siegel, R. (2023). The Long Shadow of Dobbs: The Transformation of Reproductive Rights after Roe. Yale Law Journal Forum, 132, 1-38.
⁹ Movement Advancement Project. (2023). Religious Exemption Laws. Retrieved from https://www.lgbtmap.org/equality-maps/religious_exemption_laws
¹⁰ Powell, J. A. (2021). The False Promise of "Merit" in American Life. American Bar Association. Retrieved from https://www.americanbar.org/groups/crsj/publications/human_rights_magazine_home/the-state-of-healthcare-in-the-united-states/false-promise-of-merit-in-american-life/
¹¹ Human Rights Campaign. (2023). State Equality Index. Retrieved from https://www.hrc.org/resources/state-equality-index
¹² AP News. (2017, March 27). AP Exclusive: 'Bathroom bill' to cost North Carolina $3.76B. Retrieved from https://apnews.com/article/ap-top-news-north-carolina-discrimination-business-79f8bfa46cd74eec9659fb39b3d2a158
¹³ Center for American Progress. (2020). The State of the LGBTQ Community in 2020. Retrieved from https://www.americanprogress.org/article/state-lgbtq-community-2020/
¹⁴ Centers for Disease Control and Prevention. (2023). Disability and Health Data System. Retrieved from https://www.cdc.gov/ncbddd/disabilityandhealth/dhds/index.html
¹⁵ American Immigration Council. (2023). The Impact of Anti-Immigrant Rhetoric on Public Opinion and Policy. Retrieved from https://www.americanimmigrationcouncil.org/research/impact-anti-immigrant-rhetoric