BRADLEY: Go woke, go broke, how the Hudson's Bay Co went bankrupt

Dave Bradley is widely known as The Strongest and Best Looking Bitcoin Entrepreneur in CanadaFew institutions in Canada have a history as long and storied as The Hudson’s Bay Company (HBC.) Founded in 1670, the company played a pivotal role in shaping the nation’s economy, facilitating trade, and establishing a vast commercial empire that once controlled a staggering one-third of North America. The beaver, Canada’s most recognizable national symbol, was immortalized in part due to HBC’s early dominance in the fur trade.But today, nearly three and a half centuries later, Hudson’s Bay is on the verge of bankruptcy. And while there are many contributing factors — economic downturns, shifting consumer trends, and e-commerce disruption — one of the most glaring is the company's embrace of woke corporate activism, particularly its decision in 2022 to ban the sale of fur due to pressure from radical activists..For more than two centuries, Hudson’s Bay was synonymous with success. Originally a fur-trading monopoly granted by King Charles II, the company thrived by tapping into North America's abundant natural resources and developing a vast trading network. As the fur industry declined, HBC adapted, transitioning into retail. By the mid-20th century, it had become a retail giant, expanding across Canada and diversifying its offerings to cater to generations of loyal customers.But like many historic institutions, HBC fell prey to the pressures of modern corporate activism, gradually shifting away from its roots in favor of appeasing the latest progressive trends..For centuries, fur was not just a product at Hudson’s Bay—it was the foundation of the company. Beaver pelts fuelled its rise and played a critical role in Canadian history. Yet in 2022, under pressure from animal rights activists and progressive lobbyists, HBC abandoned its legacy and announced that it would no longer sell fur.This decision wasn’t made due to market demand — fur products were still selling, and there remained a loyal base of customers who valued the heritage and quality of real fur. No, Hudson’s Bay caved to the same pressure that has driven countless companies into decline: the belief that virtue-signaling matters more than profits.Fur had been a premium luxury good, a differentiator in the high-end retail market where Hudson’s Bay had increasingly struggled to compete. By eliminating fur, the company alienated its core customers while gaining nothing in return. The activists who had pressured them never became customers. Instead, they moved on to their next corporate target..The woke mind virus has infected too many corporations in recent years, pushing them to make decisions that appeal to the collectivist mob, who probably weren’t buying furs anyway, rather than real customers. But the tide is shifting. More and more people are rejecting performative corporate activism, tired of being lectured by brands that should be focusing on quality and service instead of ideology.The backlash against woke capitalism is growing, and businesses that align themselves with this radical agenda are suffering the consequences. Bud Light, Disney, Target, and now Hudson’s Bay—companies that embrace leftist dogma over good business sense are facing consumer rejection, plunging stock prices, and declining revenue.While Hudson’s Bay abandoned fur to appease activists, fur is quietly making a resurgence. High-end fashion houses, particularly in Europe, have brought fur back into their collections as consumers seek out authentic, natural, and durable luxury goods. Wealthy buyers who appreciate quality and tradition have not been swayed by activist rhetoric.Even in Canada, where Hudson’s Bay once led the fur industry, there is renewed interest in real fur. The demand for locally sourced, sustainable fur products — particularly from Indigenous and northern communities — is growing. Unlike synthetic, petroleum-based faux fur, real fur is biodegradable, warm, and long-lasting..Hudson’s Bay could have leaned into this trend, capitalizing on the heritage and sustainability of real fur. Instead, it betrayed its history, alienated its base, and got nothing in return.Now, in 2025, Hudson’s Bay is reportedly on the verge of bankruptcy. The once-mighty empire that built Canada’s economy has been reduced to a struggling retailer with shrinking relevance and a growing list of financial losses.If there’s one lesson to be learned, it’s this: abandoning your core business and alienating your traditional customers in favor of woke virtue-signaling is a losing strategy. Consumers don’t reward companies for moral posturing — they reward them for offering value, quality, and consistency.Hudson’s Bay wasn’t taken down by e-commerce alone, nor was it purely a victim of changing market forces. It made conscious decisions to reject the things that made it successful in the first place. And now, it’s paying the price.For businesses paying attention, the message is clear: Go woke, go broke.Dave Bradley is widely known as The Strongest and Best Looking Bitcoin Entrepreneur in Canada.

BRADLEY: Go woke, go broke, how the Hudson's Bay Co went bankrupt

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