This week, Gillette ran an advertisement chastising “toxic” masculinity. The commercial depicted a bunch of men standing behind a row of barbecues while two boys grappled and fought. It depicted men sexually harassing women. It depicted men acting as bullies. It depicted a man inappropriately touching a woman in a boardroom and “mansplaining” her point of view. In short, it depicted a bunch of men being jerks.

Rush Limbaugh summarized, “It’s got one stereotype after another of what liberals claim is wrong with being a man. … [T]hey really believe that men are bad news as designed; that men in their natural state are predators; that men in their natural state exhibit masculinity that is toxic and dangerous to women and children, and it needs to be erased.”

Michelle Malkin noted, “The ‘best a man can get’ can no longer be attained without first renouncing oppressive manliness. Self-improvement must begin with self-flagellation.”

Gillette basically told men they’re flawed because they’re masculine, and they can fix their flaws by being less manly. Oh, and buy our products.

Men everywhere took exception to the snarky, condescending tone and promptly boycotted the company. One customer put it, “Let me know more [about] toxic masculinity when it saves you from a burning building, goes to war to protect you and your freedoms, or rescues puppies, kittens and horses from flood waters after a hurricane.” Another man said, “Gillette has made it clear they do not want the business of masculine men. I will grant their wish.”

Now here’s a question: Why would a company that caters almost exclusively to men alienate its customer base by telling men they’re bad and need fixing?

This is what happens when Social Justice Warriors run a company. Profit becomes secondary to agenda. SJWs feel empowered by insulting their customer base, secure in the knowledge that “conservatives generally don’t threaten boycotts while leftist activists are happy to do so at the drop of a hat,” as Ben Shapiro put it.

But it seems Gillette – and by extension its parent company, Procter & Gamble – has made a fatal error. They found out men don’t like being insulted simply because they’re men. Gosh, I didn’t see that coming, did you?

This is the blind spot of Social Justice Warriors. They don’t understand that not everyone thinks like them. They have an agenda to push – in this case, that masculinity is inherently toxic – and wish to right a mighty wrong by telling their customers they have to conform to liberal ideas and become wussified girly-men.

But here’s the thing: Men only become “toxic” when they don’t have manly examples to learn from. When boys grow up in homes without fathers, their testosterone-driven nature leads them toward bad behavior. Since single motherhood is now lauded as the highest ideal among feminists, no SJW worth zher salt will ever admit that fact. Hence the attack on masculinity.

This is the problem when Social Justice Warriors take over. Logic, reason and facts are discarded or ignored. Feeeeeelings rule their behavior. SJWs ruin school districts. They ruin church denominations. Traditional values are evil and must be replaced with SJW values.

The results of SJW leadership are rather hilarious (in a grim sort of way) since everything they touch gets ruined. School districts plummet in quality. Churches empty. And businesses topple.

Consider Marvel Comics. Home of such “toxic” male characters as Spider-Man, Iron Man, Captain America, Thor, Black Panther, etc., Marvel recently announced its first drag queen superhero named Shade. (Also, the new lead character in the Iceman comic book series is named Bobby Drake, who is gay.)

Shade is a creation of Sina Grace, an “openly gay man.” “I really wanted this series to push readers to new and better stories about the whole queer experience and how it applies to being both a mutant and a superhero,” Grace said in a recent interview with the Advocate. “There’s a million different queer perspectives and we’re only scratching the surface.”

That’s nice. It’s a very SJW attitude. But what Grace and Marvel may not consider is who their customer demographic is: men. Manly men. Men like action heroes. They like reading about how other men kick butt and save the world. Does Marvel really believe their male readers – who enjoy following the exploits of macho characters like the Hulk and Iron Man – will enjoy similar exploits by a drag queen? Are male readers really interested in “the whole queer experience”? Somehow I doubt it. But Marvel is under the sway of SJWs, so they’ll ignore logic, reason and facts, then scratch their heads in bafflement when their sales tank.

Or consider the “Star Wars” franchise. Lucasfilm is now being run by a feminist named Kathleen Kennedy. According to the Daily Caller, she has “been systematically injecting feminist identity politics into ‘Star Wars’ to its detriment. She refuses to cater to male fans in the historically male franchise. She put a female lead character in ‘The Force Awakens,’ ‘Rogue One’ and ‘The Last Jedi.’ She’s mandating more female creators. And she’s famously adopted the sexist phrase, ‘The Force is female.’ … This has come to a head with ‘Solo,’ a prequel about fan-favorite bad boy Han Solo billed as ‘the hero all feminist men have been waiting for.’ The marketing leading up to the film showed that pandering to left-wing media was more important to Lucasfilm than winning back fans – and even promised a preachy SJW droid to lecture us! … Disaffected male fans are speaking with their wallets.”

And the public (especially men) aren’t having it. Ticket and merchandise sales are hugely down. So what happens? Director JJ Abrams blames men. He called critics “sexists” who are “threatened” by strong female leads.

There you go: insults and accusations again. Way to win back your fans, Abrams. This is yet another example of SJWs ruining a company by alienating its customer base.

“You will never win by catering to your critics at the expense of your customers,” writes Jared Whitley with the Daily Caller. “It’s why insipid protests are destroying the NFL’s bottom line, while transgender playmates and plus-size swimsuit models will do nothing to help Playboy and Sports Illustrated. ‘Inclusiveness’ may sound great, but ‘market segmentation’ is how companies pay the bills. … A company’s purpose is not to challenge social norms or service liberal guilt; it’s to provide value to customers and shareholders.”

Which is why our household will no longer buy Crest toothpaste, Ivory soap, or Dawn dish soap, all made by Gillette’s parent company, Procter & Gamble. Nice products. We’ve used them for years.

But if they don’t like strong men, then we can do without. Procter & Gamble can take their “toxic masculinity” and shove it where the sun don’t shine.

Hope that isn’t too toxic for them.

Note: Read our discussion guidelines before commenting.