Anti-Woke Marketplace PublicSquare Looks for ESG Rule Loopholes

Fresh off its summer initial public offering, the conservative e-commerce company PublicSquare has a novel business and legal strategy: Find loopholes in public-company regulations its executives believe are antithetical to its anti-woke brand.

The venture started in 2021 as an online directory of businesses that had affirmed conservative beliefs, and went public in July. The brand, much like the businesses on the platform, touts a conservative ethic and is part of a broader movement to support merchants that do not factor environmental, social and governance concerns into their business decisions.

As it works to cement its place atop the conservative ...