Denzel Washington rejects $10 million Target endorsement deal, saying, “I’m not saving your Woke brand.”

awareness and responsiveness to social, political, and environmental issues.
Washington’s outright rejection of the deal, accompanied by his statement, “I’m not saving your woke brand,” is a direct critique of what he perceives as superficial corporate activism. It suggests a disdain for practices that he may view as disingenuous or opportunistic, especially when coming from large corporations like Target. This move positions Washington not just as an actor of high repute, but also as a figure unafraid to voice his opinions on the complex interplay between commerce and socio.