Dunkin’ Donuts is reeling from a massive $1 billion loss after a recent marketing decision sparked widespread backlash. The company, which attempted to align itself with socially progressive causes in a campaign many labeled as “woke,” faced a swift and dramatic customer pushback. Critics argue the move alienated a large portion of Dunkin’s loyal customer base, leading to plummeting sales and a damaged brand image.

Executives have acknowledged the misstep, with insiders describing it as a “costly lesson” in balancing brand values with consumer expectations. Many are now watching closely to see how Dunkin’ will rebuild trust and recover from this unprecedented financial blow.