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Fitbit and Starbucks feel the wrath of rabid social justice warriors
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Fitbit and Starbucks feel the wrath of rabid social justice warriors 

Corporate marketing execs clamour to catch the next big trend and run with it. They want to sell an image, a lifestyle, and look compassionate and caring while they do it. That’s what makes Fitbit’s latest move so surprising, and Starbucks’ approach so predictable. 

Fitness tracker Fitbit’s failure to fabricate gender categories for nonbinary females using the “female health tracker” engendered a freakout from Twitter user Lilo the Autistic Queer. She wanted the app to facilitate period tracking but didn’t fancy claiming femaleness to do it.

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