WAR ON WOKE: NEW ‘MERITOCRACY ETF’ TAKES AIM AT DEI-OBSESSED COMPANIES

EDITOR'S NOTES

The fight against woke corporate tyranny just got a new weapon. Azoria CEO James Fishback is calling out companies that prioritize diversity quotas over skill and merit. His firm is rolling out a powerful new ETF in 2025, one that will EXCLUDE woke giants like Starbucks, Best Buy, Vanguard, and BlackRock. Fishback’s message is clear: DEI hiring policies destroy profits and harm hard working Americans’ investments. While the elites push their “diversity” schemes, regular Americans are left holding the bag. This ETF puts the spotlight on companies doing it right—choosing talent, not quotas.

Sam Clemons Dec 17, 24

THE FULL STORY

Woke corporations, listen up. The gravy train is over.

James Fishback, the unapologetic CEO and co-founder of Azoria, just fired the opening salvo in the fight against DEI madness. Fishback isn’t just talking. He’s taking action. His firm is launching a groundbreaking ETF in 2025—one that will cut out the woke rot infecting some of America’s biggest companies.

Here’s the kicker: his Meritocracy ETF (ticker symbol ‘SPXM’) will exclude any S&P 500 company that prioritizes hiring based on race and gender instead of skill and merit. Companies like Starbucks, Best Buy, Vanguard, and BlackRock are already on the chopping block. And the message is loud and clear: play politics with hiring, and you’ll lose.

In an interview with Fox & Friends First, Fishback didn’t mince words:

“If you commit to hiring on race and gender and not merit, your stock will continue to underperform. Our ETF will call you out.”

DEI IS KILLING COMPANIES—AND YOUR WALLET

For years, these corporate titans have bragged about their woke “diversity” initiatives. Take Starbucks, for example. In 2020, the coffee giant proudly announced a goal to achieve 30% racial and ethnic diversity. And how has that worked out for them?

Here are the cold, hard facts:

Over the last five years, the S&P 500 soared nearly 100%.
Meanwhile, Starbucks barely scraped out 12% gains.

The espresso machines aren’t the problem. The Wi-Fi isn’t the issue. It’s the hiring practices. When companies focus on quotas over qualifications, they hurt their bottom line—and shareholders pay the price. Fishback sums it up perfectly:

“What on earth does race and gender have to do with making a cup of coffee at a profit in America? You hire the best and brightest no matter what they look like. That’s how you put employees and shareholders first.”

And he’s right. Woke policies are not just unethical—they’re anti-American. They undermine the core principles this country was founded on: hard work, merit, and equal opportunity for all.

THE ENEMY OF PROFIT: DEI EXPOSED

Fishback’s ETF doesn’t just expose companies like Starbucks, Vanguard, and BlackRock for their anti-meritocratic hiring schemes. It makes an important point: woke policies destroy value.

Don’t believe it? Look at the numbers. Look at the stock performance. While these CEOs virtue-signal to the woke mob, hard working Americans’ 401(k)s and investments are getting pummeled.

Let’s call it what it is: a war against the working man.

Starbucks and others are putting ideology over economics. And who suffers?

Employees who lose opportunities.
Shareholders who watch their returns sink.
Customers who pay higher prices for a watered-down product.

The real question is: when will it stop?

CHANGE STARTS AT THE TOP

Fishback has a message for leaders like Starbucks’ CEO Brian Niccol:

“He turned around Chipotle. He can begin to turn around Starbucks tomorrow if he wants, but he has to get rid of these hiring quotas and recommit to meritocracy.”

Will these CEOs listen? Or will they double down on their woke agenda while American families foot the bill?

Fishback’s ETF, launching in 2025, will give Americans a choice. A chance to fight back. A way to invest in companies that reward hard work and talent—not skin color and virtue-signaling.

THE WOKE AGENDA: DRAINING YOUR WEALTH

Let’s not pretend this DEI craze happened by accident. It’s part of the broader plan. The elites, the corporate overlords, and the global banking system want you distracted. They want you focused on fake “progress” while they line their pockets.

They don’t care if your investments suffer. They don’t care if your 401(k) tanks.

Wake up. This is about control. Financial. Cultural. Political.

The good news? People like James Fishback are fighting back. His ETF is just the beginning. It’s time to put America First—in our corporations, in our hiring practices, and in our investments.

A CALL TO ACTION: TAKE BACK CONTROL

The writing is on the wall. Woke companies are sinking. Hard Working Americans are fed up. The Meritocracy ETF will offer investors a powerful way to fight back against corporate lunacy and invest in true American merit.

Want to protect yourself in these uncertain times? The banking system, the corporate elite, and their media cronies won’t save you.

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America deserves better. It’s time to demand meritocracy. Reject the woke agenda. Put America First. Your money, your future, your country depend on it.