{"id":265785,"date":"2025-09-30T11:00:00","date_gmt":"2025-09-30T15:00:00","guid":{"rendered":"https:\/\/ifamnews.com\/?p=265785"},"modified":"2025-09-30T10:23:31","modified_gmt":"2025-09-30T14:23:31","slug":"maticna-tvrtka-rip-curl-suocava-se-s-velikim-financijskim-gubicima-zbog-transrodnog-ambasadora","status":"publish","type":"post","link":"https:\/\/ifamnews.com\/hr\/maticna-tvrtka-rip-curl-suocava-se-s-velikim-financijskim-gubicima-zbog-transrodnog-ambasadora","title":{"rendered":"Mati\u010dna tvrtka Rip Curl suo\u010dava se s velikim financijskim gubicima zbog transrodnog ambasadora"},"content":{"rendered":"\n

Posljednjih godina, agresivno prihva\u0107anje transrodne ideologije od strane korporativne Amerike\u2014guraju\u0107i je u brendiranje, marketin\u0161ke kampanje i organizacijsku kulturu\u2014suo\u010dilo se s rastu\u0107im otporom. Jedan istaknuti primjer je KMD Brands, mati\u010dna tvrtka Rip Curl i Kathmandu, koja se sada suo\u010dava sa zna\u010dajnim financijskim posljedicama nakon \u0161to se previ\u0161e uskladila s woke agendom. Njihov najnoviji gubitak\u201482,9 milijuna dolara, najgori u desetlje\u0107u\u2014slu\u017ei kao o\u0161tro upozorenje: kada tvrtke name\u0107u ideologiju potro\u0161a\u010dima, potro\u0161a\u010di \u010desto uzvra\u0107aju. <\/p>\n\n

Rip Curl je dospio na naslovnice kada je odbacio voljenu ikonu surfanja Bethany Hamilton\u2014koja je izgubila ruku u napadu morskog psa i izrazila podr\u0161ku za \u017eenske sportske kategorije\u2014nakon \u0161to je izrazila neslaganje. Brend je tada anga\u017eirao transrodnog mu\u0161kog surfera, Sashu Lowersona, kao svog “\u017eenskog ambasadora”, izazvav\u0161i \u017eestoko javno negodovanje. Australski surferi navodno su spaljivali proizvode Rip Curl u znak protesta, a mnogi su \u0161irili pozive na bojkot. <\/p>\n\n

Vodstvo KMD-a nastavlja prebacivati krivnju na makroekonomske uvjete, nazivaju\u0107i 2024.\u20132025. “godinom tranzicije”. No, vremenski okvir njihovih operativnih gubitaka sugerira da je otpor potro\u0161a\u010da prema nametnutoj korporativnoj woke kulturi igrao klju\u010dnu ulogu. Unato\u010d tvrdnjama o vanjskim pritiscima, \u010dini se da je temeljni uzrok samoinfliciran: tvrtke koje tretiraju ideologiju kao strate\u0161ko brendiranje umjesto da ostanu vjerne svojim temeljnim vrijednostima i onome \u0161to kupci zapravo \u017eele. <\/p>\n\n

Ova epizoda je vi\u0161e od samo gubitka novca od strane tvrtke. Ona ilustrira \u0161iru promjenu na tr\u017ei\u0161tu: Amerikanci vi\u0161e ne toleriraju moralno poziranje ili \u0161utnju kada su njihove vrijednosti izazvane. Svjedo\u010dimo sve ve\u0107em nadzoru nad na\u010dinom na koji brendovi posluju, od onoga \u0161to promoviraju do na\u010dina na koji se nose s neslaganjem. I u ovom slu\u010daju, potro\u0161a\u010di su pokazali da jo\u0161 uvijek imaju stvarnu ekonomsku mo\u0107. <\/p>\n\n

Lekcija za korporacije je jasna: ako je va\u0161a strategija guranje ideologije va\u0161oj publici, nemojte se iznenaditi kada prestanu kupovati. U ovom trenutku otpora, konzervativne vrijednosti oko slobodnog izra\u017eavanja, individualne savjesti i odgovornosti pokazuju snagu. Pitanje je sada ho\u0107e li druge tvrtke to primijetiti\u2014ili \u0107e se suo\u010diti s istim obra\u010dunom. <\/p>\n","protected":false},"excerpt":{"rendered":"

Posljednjih godina, agresivno prihva\u0107anje transrodne ideologije od strane korporativne Amerike\u2014guraju\u0107i je u brendiranje, marketin\u0161ke kampanje i organizacijsku kulturu\u2014suo\u010dilo se s rastu\u0107im otporom. Jedan istaknuti primjer je KMD Brands, mati\u010dna tvrtka Rip Curl i Kathmandu, koja se sada suo\u010dava sa zna\u010dajnim financijskim posljedicama nakon \u0161to se previ\u0161e uskladila s woke agendom. Njihov najnoviji gubitak\u201482,9 milijuna dolara, […]<\/p>\n","protected":false},"author":593,"featured_media":265787,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"give_campaign_id":0,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"mc4wp_mailchimp_campaign":[],"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[29883,29882,29874],"tags":[29902,29901],"class_list":["post-265785","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kultura-hr","category-najnovije-vijesti","category-uncategorized-hr","tag-lgbt-ideologija-hr","tag-rodna-ideologija-hr"],"yoast_head":"\nMati\u010dna tvrtka Rip Curl suo\u010dava se s velikim financijskim gubicima zbog transrodnog ambasadora - IFN<\/title>\n<meta name=\"description\" content=\"Posljednjih godina, agresivno prihva\u0107anje transrodne ideologije od strane korporativne Amerike\u2014guraju\u0107i je u brendiranje, marketin\u0161ke kampanje i organizacijsku kulturu\u2014suo\u010dilo se s rastu\u0107im otporom.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ifamnews.com\/en\/rip-curl-parent-company-facing-massive-financial-losses-over-transgender-ambassador\" \/>\n<meta property=\"og:locale\" content=\"hr_HR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mati\u010dna tvrtka Rip Curl suo\u010dava se s velikim financijskim gubicima zbog transrodnog ambasadora\" \/>\n<meta property=\"og:description\" content=\"Posljednjih godina, agresivno prihva\u0107anje transrodne ideologije od strane korporativne 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