A TOP Cabinet minister last night told woke bosses to stop lecturing people and get back to delivering great goods and services. Business Secretary Kemi Bade-noch accused firms of wasting too much time on political gestures and activism which can turn off potential customers.

       She also called for a return to common sense when recruiting staff, warning that “well-meaning” equality, diversity and inclusion initiatives can “divide rather than unify”.

       by Taboola by Taboola

       Sponsored Link Sponsored Link

       Promoted Links Promoted Links

       UltraCooler

       Freeze Any Room In 2 MinutesUltraCooler Learn More

       Undo

       She was backed by fellow Tory and Red Wall MP Alexander Stafford who slammed the “woke madness”. Mrs Badenoch, left, a hot favourite to be next Conservative leader, declared: “The public want the focus of business to be on delivering great products and services, not activism or political causes – which repel as many people as they attract.”

       Don't miss... Britain ratifies deal to join bumper trade bloc in biggest Brexit prize yet [LATEST]

       Her remarks will delight her fans on the Tory Right but are likely to provoke a fierce backlash from the Left. Her outburst is backed by research which shows only a tiny minority of people are more likely to buy a company’s products if it publicly backs “progressive” causes such as Palestinian statehood or transgender rights.

       Powered By

       00:00/00:58

       10

       10

       The Chase: Contestant named Prathi takes on Cash Builder

       Share

       Next

       Stay

       The majority said it would make no difference or would be less likely to buy goods, according to a Deltapoll survey for Policy Exchange.

       Sponsored

       LifeHackGuru

       LifeHackGuruScatter Soap in Your Yard, Here's Why

       Undo

       by Taboola by Taboola

       Mrs Badenoch, who was born in London to parents of Nigerian origin and grew up in the US and Nigeria, added: “Overwhelmingly, people want companies to recruit on merit, selecting the best person for the job without regard to race or gender, rather than social engineering to create ‘diverse teams’.”

       She said that many “well-meaning” equality, diversity and inclusion initiatives “divide rather than unify” and “undermine organisational goals”, adding that she supported “smarter ways to achieve true equality of opportunity”. She attacked the “creeping and counter-productive politicisation of our business environment”.

       In the past, she has criticised the Financial Conduct Authority’s proposals to introduce diversity and inclusion requirements, warning of “regulatory overreach”.

       These are expected to result in one-off costs of ￡561million and annual costs of ￡317million.

       Last night, the Business Secretary’s stand was backed by Dame Priti Patel, who was the target of a “woke” firm when she was Home Secretary. Ben and Jerry’s ice cream triggered a furious row when it criticised her stance on tackling illegal migration, stating the “real crisis is our lack of humanity for people fleeing war, climate change and torture”.

       Dame Priti told the Sunday Express that “lecturing” the public to accept the “goals of big business brands is out of order”. And she said: “Those companies preaching and lecturing the public should go back to business basics, listen to their angry shareholders, focus on customer service delivery and stop behaving as if they are political influencers by forging divisive political campaigns that seek to undermine the values and principles of consumer freedom and choice.”

       Tory MP Alexander Stafford said: “If businesses chase woke madness instead of focusing on the needs of customers they will run off a cliff. “Britain needs its businesses to thrive, and spending precious resources on Left-wing fads and marketing will only damage enterprises.”

       Research for the Policy Exchange think tank has found three quarters of people say firms should “appoint or promote the person most qualified for the job” without taking into account race or gender.

       Tory peer Lord Frost, Britain’s former chief Brexit negotiator, said: “This polling shows most British people want to go back to the time when recruitment on merit and of good customer service were the priorities for companies.”

       And John Longworth, chairman of the Independent Business Network, warned last night: “Growth is vital if we are not to become poorer and poorer as a nation. Go woke, go broke.”

       The polling lays bare unease in the workplace about diversity efforts. Almost half – 49 per cent – of respondents report sometimes or often avoiding saying “something professionally legitimate” at work for fear of not being “politically correct or accidentally causing offence”.

       Trending

       The Deltapoll research also revealed only 15 per cent of people would be more willing to buy products from a company that opposes the Government’s policy of reducing immigration.

       The FCA insists greater diversity is needed and has pledged to “prioritise proposals that tighten expectations on firms to tackle misconduct such as bullying and sexual harassment”.

       DON'T MISS

       Powered by

       Woke crackdown begins as hundreds of 'diversity' civil service jobs to be axed

       344 Comments

       Brexit showdown as Gibraltar chief vows to walk away from a bad deal

       133 Comments

       Great Election debate - technology ministers go head to head to answer your questions

       18 Comments

       Under-age smoking and vaping causes bullying and sickness in schools

       5 Comments

       Victory for Sunak! EU leader says UK's Rwanda plan is how to deal with asylum claims

       61 Comments

       NHS bosses accused of bullying whistleblowers who speak up for patients

       3 Comments

       Tories say Bank of England will cost every household ￡5,546

       Comments

       Labour vows to work NHS harder to cut waiting lists - with full plan revealed

       5 Comments

       Moment Suella Braverman confronts Palestine protesters and leaves them lost for words

       1674 Comments

       Jeremy Hunt issues stark Labour tax warning as he unveils bombshell costings

       557 Comments

       Brexiteer erupts as Theresa May blames Boris Johnson and Liz Truss for Tory woes

       1216 Comments

       Brutal poll shows public do not trust Keir Starmer to stop small boats

       2043 Comments

       'Let's stick to facts!' Suella Braverman in tense GB News clash with pro-Palestine student

       1314 Comments

       Woke crackdown begins as hundreds of 'diversity' civil service jobs to be axed

       344 Comments

       Brexit showdown as Gibraltar chief vows to walk away from a bad deal

       133 Comments

       Great Election debate - technology ministers go head to head to answer your questions

       18 Comments

       Under-age smoking and vaping causes bullying and sickness in schools

       5 Comments

       Victory for Sunak! EU leader says UK's Rwanda plan is how to deal with asylum claims

       61 Comments

       NHS bosses accused of bullying whistleblowers who speak up for patients

       3 Comments

       Tories say Bank of England will cost every household ￡5,546

       Comments

       Labour vows to work NHS harder to cut waiting lists - with full plan revealed

       5 Comments

       Moment Suella Braverman confronts Palestine protesters and leaves them lost for words

       1674 Comments

       Jeremy Hunt issues stark Labour tax warning as he unveils bombshell costings

       557 Comments

       Brexiteer erupts as Theresa May blames Boris Johnson and Liz Truss for Tory woes

       1216 Comments

       Brutal poll shows public do not trust Keir Starmer to stop small boats

       2043 Comments

       'Let's stick to facts!' Suella Braverman in tense GB News clash with pro-Palestine student

       1314 Comments

       Woke crackdown begins as hundreds of 'diversity' civil service jobs to be axed

       344 Comments

       Brexit showdown as Gibraltar chief vows to walk away from a bad deal

       133 Comments

       Great Election debate - technology ministers go head to head to answer your questions

       18 Comments

       It states that “greater diversity and inclusion within the firms we regulate can deliver improved internal governance, decision-making and risk management”.

       A recent cross-party report, Sexism in the City, said it is “shocking to hear how prevalent sexual harassment and bullying, up to and including serious sexual assault and rape, still are in financial services, and how poorly firms handle allegations of such behaviours”. Only 12 per cent of people thought banks should be allowed to “stop doing business with someone because of their lawfully expressed opinions or political views”.

       Nearly six out of 10 did not support so-called “de-banking”. Lara Brown, senior research fellow at Policy Exchange, said the study demonstrated “the public strongly believes businesses should prioritise meritocracy and strong customer service over contested political stances”. She added: “Customers do not believe businesses need to demonstrate commitment to progressive principles and do not make spending decisions based on the political statements of retailers.”

       Related articles Brits' fury as French town marks D-Day without Union Jack in huge snub Brexit victory as even Europe politician admits Britain is 'no longer held back' Emmanuel Macron in crisis as riots grip French island fighting for independence

       SUBSCRIBE Invalid email

       We use your sign-up to provide content in ways you've consented to and to improve our understanding of you. This may include adverts from us and 3rd parties based on our understanding. You can unsubscribe at any time. Read our Privacy Policy