Cast Your Dollar was built on a simple belief: your spending is your most powerful vote. Every dollar you spend is a signal — to companies, to markets, and to the culture at large. We built this resource to help conservatives, patriots, and value-driven Americans make informed purchasing decisions that reflect what they actually believe.

Our Mission

We believe the free market only works when consumers are informed. Too many Americans unknowingly fund companies that actively work against their values — pushing DEI mandates, funding anti-conservative causes, and bowing to woke pressure campaigns. Cast Your Dollar exists to change that. We track corporate behavior so you don’t have to, giving you a clear, data-driven picture of where each company stands.

How We Rate

Each company and brand in our database is evaluated on a scale from 1 to 10, where 1 is strongly liberal and 10 is strongly conservative. Our ratings are based on publicly available information including corporate giving records, political donations, DEI and ESG policies, public statements, brand campaigns, and responses to social and political pressure.

We look at several key factors when rating a company: political and charitable donations, whether they’ve adopted DEI hiring programs, their response to activist boycotts or pressure campaigns, executive public statements, and their overall track record on issues conservatives care about. A company can move up or down in rating as new information becomes available — we update our database regularly.

Updated criteria — COVID-19 vaccine mandate posture

As of our latest methodology update, we explicitly factor in how a company handled COVID-19 vaccine requirements for its employees. Companies that voluntarily imposed strict employer vaccine mandates — particularly those that terminated or placed on unpaid leave workers who refused on religious or medical grounds — lean liberal under our rubric. Companies that publicly resisted the federal OSHA mandate, accommodated religious and medical objectors broadly, or pushed back through legal channels lean conservative. This criterion is weighted alongside political donations, DEI and LGBTQ activism, and free-speech record. It is not a standalone determination — a single COVID-era decision typically shifts a brand rating by up to one point, depending on the strength of the public record.

Race & Gender-Based Hiring Goals (Heavy Weight)

This is the most heavily weighted criterion on the site. A company’s adoption (or rejection) of explicit race-based and gender-based hiring goals, quotas, board-composition targets, and “aspirational” demographic representation goals is the clearest publicly available signal of whether its leadership treats employees as individuals or as racial/gender categories. Because hiring policy directly determines who a company employs, promotes, and pays — and because these targets are typically disclosed in SEC filings, proxy statements, and ESG/DEI reports — the record here is unusually well-documented compared to other criteria.

Brands with public race-based or gender-based hiring quotas, board diversity mandates, or “aspirational” demographic representation targets still in effect are shifted down by up to 2 points. Brands that have publicly rolled back DEI hiring targets, eliminated demographic quotas, or pulled out of organizations like the Human Rights Campaign’s Corporate Equality Index in 2024–2025 are shifted up by up to 2 points. This criterion carries double the weight of COVID-era decisions because it reflects a sustained, ongoing operational policy rather than a single-moment choice.

What the Ratings Mean

Aligned (scores 7–10): These companies have a demonstrated track record of supporting conservative values, avoiding woke activism, and respecting their customers. We feel confident recommending them.

Mixed (scores 4–6): These companies show mixed signals — they may have some positive indicators but also concerning ones. We recommend using your own judgment.

Not Aligned (scores 1–3): These companies have taken clear positions against conservative values, funded liberal causes, or aggressively pushed DEI and ESG agendas. We recommend avoiding them when alternatives exist.

A Note on Our Data

All ratings are based on publicly available information and represent our editorial assessment. We strive for accuracy and update our database regularly as new information becomes available. If you believe a rating is incorrect or outdated, we welcome feedback. Our goal is not partisan — it is to be truthful. We call it as we see it, and we let the data speak for itself.

Where We Get Our Data

Every claim on a brand page links to a sourced citation. We pull from a mix of neutral wire services, business press, audience-aligned outlets, and primary documents so readers can verify any rating themselves.

Primary Sources (always preferred)

SEC filings (10-K, 10-Q, proxy statements, ESG reports); OpenSecrets.org and FEC.gov (campaign donations and PAC filings); EEOC and OSHA records; company press releases and investor-relations pages; court filings.

Wire and Neutral News

Reuters · Associated Press · CBS News.

Business Press

Wall Street Journal · Bloomberg · CNBC · Forbes.

Audience-Aligned Outlets

New York Post · The Daily Wire · Fox Business · Heritage Foundation, National Review · Breitbart · Newsmax. We cite these for sourced factual claims (corporate DEI policies, ESG reporting, free-speech actions, donation records) while distinguishing between their news desks and opinion programming.

Corroboration-Only Sources

Project Veritas and O’Keefe Media Group publish undercover investigations that often surface relevant corporate behavior. Because their material is primary-source raw footage with editorial narration rather than independently reported journalism, we cite their findings only when the same story has been picked up and reported by an outlet from the lists above. If a claim appears on PV or OMG and nowhere else, we either leave it out or flag it explicitly as unverified.

Sources We Don’t Use

We avoid The Federalist, The Epoch Times, and USA Today as primary citations — the first two because their editorial standards have not consistently held up to fact-checking scrutiny in our review, the third because its corporate-coverage tilt does not align with how we frame political alignment. We may reference them when they are themselves the subject of a story.

DEI Framework: Never-Had vs. Rolled-Back

Not all conservative-aligned brands earned that alignment the same way. A company that never adopted formal DEI demonstrates principled, ongoing alignment. A company that rolled back DEI in 2024-2025 deserves credit for the reversal, but the credit is bounded — the rollback was usually a response to political, legal, or market pressure rather than a longstanding posture. Our rating ceiling reflects that distinction.

Tier A: Principled Alignment (ceiling 9)

Never adopted formal DEI programs; additional conservative signals (founder activism, donation patterns, religious-liberty posture, target market). Examples: Chick-fil-A, Hobby Lobby, Black Rifle Coffee, Tractor Supply.

Tier B: Pressure-Driven Rollback (ceiling 8)

Significant DEI programs in place prior to 2024, fully or substantially rolled back in late 2024 or 2025. Examples: Walmart, John Deere, Harley-Davidson, McDonald’s, Boeing, Meta, Ford, Lowe’s.

Tier C: Partial / Cosmetic Rollback (ceiling 6)

Scaled back specific DEI metrics or renamed programs while retaining the substance. Examples: Google, Disney.

Tier D: Doubled Down (floor 1-3)

Actively reaffirmed DEI commitments after peer rollbacks, or expanded DEI/LGBTQ activism in 2024-2025. Examples: Costco, Netflix, Apple, Patagonia.

Heritage Foundation Added to Sources

The Heritage Foundation (founded 1973) is one of the most established conservative policy research organizations. We cite Heritage as a Tier 2 audience-aligned primary source — the same tier as Daily Wire, National Review, and the New York Post. Heritage’s published research (including the Index of Economic Freedom, state policy rankings, and Heritage Action’s Congressional scorecard) is especially useful for our 50-state ratings and for evaluating corporate policy positions.

Health Freedom Added as State Rating Criterion

Beginning with our 50-state ratings, we score “Health Freedom” as a ±1 criterion. Health Freedom captures a state’s statutory protection against vaccine mandates, vaccine passports, and medical-choice penalties. Florida (SB 252, 2023) prohibits employers from firing or refusing to hire based on vaccination status. Tennessee (HB 1867, 2021) and Texas (HB 81, 2023) ended employer COVID vaccine mandates. States that codify medical-choice protections earn the full +1; states with active vaccine mandates or that punish refusal earn −1.

Full state rubric (9 criteria, max +12, scaled to 1–9): Governor & Legislature (±2), Abortion (±2), Gun Rights (±2), School Choice (±1), Border / Immigration (±1), Taxes (±1), Election Integrity (±1), Religious Liberty (±1), Health Freedom (±1).