Anti-Woke ETFs Are Pitching to Conservatives as Answer to ESG

Dan Grant is fed up with “wokeness.” He’s sick of such companies as Nike Inc. and Coca-Cola Co. taking liberal positions on social justice issues. “People are tired of woke companies, tired of wokeness overall, and tired of companies putting their social justice activism ahead of generating profits for their shareholders,” Grant says, sitting in a small Nashville office festooned with dinosaur fossils and a pet Australian snake-necked turtle named Melvin.

The former JPMorgan Chase & Co. banker is betting that the 74 million people who, like him, voted for Donald Trump are mad about it, too—mad enough to buy ...