If US companies 'go woke', do they really go broke?

In a viral video, Instagram influencer Bri Teresi takes aim at cans of Bud Light, using a semi-automatic rifle to express her dislike for the beer.

"Go woke, go broke," Ms Teresi warns before opening fire on the cans. Ms Teresi had taken her cue from the country singer Kid Rock, who weeks earlier produced a video of him shooting Bud Light cans with a submachine gun.

The protests are part of a conservative reaction to the brand's seeming support for transgender influencer Dylan Mulvaney, who had shown off a personalised can of the beer in a social media post sponsored by the company.

Bud Light, made by Anheuser-Busch, is now one of the latest US companies caught up in America's culture wars, joining a long list that has included Disney, the National Football League, Nike, Target and fast-food chain Chick-fil-A.

"Clearly, consumers have had it with corporate America trying to push values down on the people they supposedly are serving," said Will Hind, the executive director of Consumers' Research, a firm that has spearheaded campaigns targeting American Airlines and Levi's. "People now act fairly swiftly when they see companies going 'woke' in ways that are noxious."