Culture wars in America leave less casualties than real wars, but still, they don’t make much room for neutrals. Even Americans that would rather go to Walmart than wind up in a debate over what pronouns they want can’t escape the cultural crossfire.  

Here is why: Everyone wants our attention. Popular culture is not only “popular,” it’s big business—impacting every consumer choice from what to buy on Shopify, download on Spotify, obsess with on Instagram, and get delivered from DoorDash. In the scramble for eyeballs and dollars, popular culture is often a follower not a leader. Contrary to common knowledge, popular culture more reinforces consumer tastes than dictates them.  

There is a simple reason for that. People that want to make money are eager to sell what people want to buy. That is what makes culture wars the dreaded no man’s land of consumerism. Everyone from hometown shops to Hollywood is uncertain what to sell. What’s in, what’s out—when half the country is craving this, but the other half is craving that?  

In these tumultuous times the answer is often to give audiences and consumers a bit of both—until the majority........

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