Coffee group Tchibo, which also offers a number of non-food items, posted the biggest loss in the company’s history in 2022: the company posted a huge loss of 167 million euros. According to the CEO, the reason for this is “reluctance to buy” non-food items. When users in social networks see Tchibo’s marketing campaigns, they are not surprised: it appears that the products are not intended to be sold to the indigenous white population. Another case of “get up, break down”?
Especially in times of persistent price increases, consumers think very carefully about what they spend their hard-earned money on – and which companies they finance that way. The recent boycott of Bud Light beer in the United States, which advertised with a trans influencer, showed that “woke” companies lost badly here. But even in Germany, customers have been enthusiastically alienated: re-population and rainbow promotions are becoming increasingly ubiquitous here too. A prime example is provided by the Tchibo company, which, in addition to coffee, also offers non-food items ranging from clothing and toys to fitness items. Online and offline, their products were sometimes advertised with almost entirely black models:
Tchibo is now reporting losses of millions for the past year – particularly in the clothing and consumer goods business: before taxes and interest, the result was a debt of 167 million euros. CEO Werner Verber explained to Handelsblatt that purchase prices have gone up significantly, but people have bought fewer promotional items. The company is looking to make changes accordingly and focus more on the coffee business from now on.
Weber sees the cause in the end of the “pandemic” – Meanwhile, users in social networks attribute this not only to the general price explosion and the “green economic miracle”, but also to unsuccessful marketing. “I’m probably not the target group anymore,” said several users — including those who said they previously bought lots from Tchibo. According to their own statements, they now prefer to shop from other shops. Some also described the avoidance of supermarket chains that are subject to left-wing-green ideology – such as Penney and REWE, which in the past have sought to promote “green” re-education of citizens with highly controversial campaigns.
There is no doubt that due to various crises citizens are changing their consumer behaviour. However, one has to wonder if, in addition to everything else, marketing campaigns are also carried out in times of recession, which clearly alienate even regular customers. Why are you counting on this? Is a company’s VOC ESG score more important than its customer satisfaction? It seems like. For example, Tchibo also supports the rainbow agenda – but does not cause a storm of enthusiasm:
While companies that meet the well-known agenda can expect rewards from state and global investors, they put obstacles in their way in the free market. It remains to be seen whether future German customers will punish Wokens even more. In the United States, the power of the consumer has already been made abundantly clear: Anheuser-Busch, the company behind Bud Light, for example, will refrain from trans advertising in the future – here Vocam marketing and selling losses. There is a connection between recently everything became clear…
