The National MS Society is facing severe backlash online for forcing a 90-year-old volunteer to step down from her position. The Society said Fran Itkoff was not "inclusive" when she sought clarification about the organization’s requirement to use pronouns.

Itkoff volunteered 60 years for the MS Society before being ejected, but the internet came to her defense, generating significant blowback for the organization.

• Many accused the organization of exemplifying “woke culture” and reacting excessively.
• Some called for donors to boycott the organization, alongside those who say they’ve donated in the past and will now stop.
• Itkoff’s dismissal has sparked outrage, with some stating they hope the organization fails after her unceremonious firing.
• A lot of the criticism emphasizes pronoun policies as especially harmful to older people, like Itkoff, who are unfamiliar with the concept.
• Itkoff was apparently not objecting to their use, but simply seeking clarification, revealing a ruthless intolerance among those who claim inclusion.
• The discussion begs the question: why are organizations forcing absolute adherence to new and highly contested norms?
• Sentiments reveal Americans are tired of the focus on pronouns detracting from organizations’ stated mission, in this case, helping people with multiple sclerosis.

Pushback Against Gender Ideology in American Discourse

Itkoff’s expulsion also reflects a broader debate and polarization around woke organizations and the clear divide in America over social justice, DEI, and required gender inclusivity.

• American sentiments increasingly see these initiatives as "woke" and "leftist," as partisan discussions continue to dominate more aspects of American life.
• Brands such as Dove and the “He Gets us” Super Bowl advertising campaign sparked recent controversy over inclusion’s continued march through American life.
• Many Americans are critical of both the politicization of the ads and the Super Bowl itself.
• While some see these social inclusion efforts as important for creating equity in America, Americans increasingly perceive gender ideology and DEI as a partisan political agenda.
• Many right-leaning voters are particularly upset about enforced use of pronouns, believing this to be an imposition on personal freedoms and an affront to reality.
• Sentiments show that Americans are frustrated with DEI and pronoun requirements in increasingly politicized workplaces and schools.

The Right Claims Cultural Wins Against Woke Organizations

After the widely successful Bud Light boycott last year, conservatives and right-leaning voters have continued to claim cultural victories. And now, backlash to Itkoff’s dismissal shows that Americans are asking: can the country have a multiple sclerosis charity that … fights MS?

• Some claim that organizations drifting into a “woke” agenda, like the National MS Society, should face consequences.
• Along with the Anheuser-Busch and Target boycotts, conservatives also claimed the resignation of Harvard president Claudine Gay in a DEI backlash capped with a major plagiarism scandal reaching the highest levels of the academy.
• Recent data shows a significant and growing level of concern around the protection of freedom of speech, and its perceived suppression.
• Many Americans feel their voices are being silenced by censorship, particularly from social media platforms and woke businesses.
• Conservatives, especially, are speaking up against what they perceive as woke coercion and are expressing their outrage.
• More people are saying they feel insulted and gaslit by those woke organizations that are increasingly forcing their agenda on customers, employees, and students.

Online discussion about woke, LGBTQ, and trans ideologies remains consistently between 8,000 and 10,000 mentions daily. Sentiment toward these issues also trends in the low 40% range, sitting at 44% today.