Woke-washing : Can Corporations do better?
Woke washing is the new buzz word in marketing and advertising circles. ?But woke-washing is of course a bad word. An uncomplimentary word. Woke-washing is?"a term used to define practices in business that provide the appearance of social consciousness without any of the substance". Every decade in marketing and advertising has had a new buzz word until it gets overused and then finally forgotten. When I joined advertising it was USP.? And hardly had one grasped what that was about, Al Trout and Jack Ries wrote their book on positioning.? We then had an entire decade at least where we pursued Brand Personality.? Some called it brand character.? But now all that is behind us and the latest buzz word on the scene is Woke-washing and Brand Purpose. Today I am going to talk about how corporations can. Do better with woke washing.
“Purpose is one of the most exciting opportunities I’ve seen for this industry in my 35 years of marketing,” Alan Jope, Chairman of Unilever is known to have told the crowd at Cannes Lions a few years ago. And if USP, Positioning, and Mission statements were the brand opportunities of yesteryears today’s brand opportunities seem to be built around a brand purpose.
He said that Unilever’s largest and best-growing brands were brands with purpose and warned the industry against brands that don’t walk the talk i.e. brands that claimed to have a purpose but didn’t actually deliver it
But then again, what is the purpose of brand purpose?
We are told that there is this greater objective that brands must have beyond making money. Brand purpose is supposed to outline why you exist.? And even if you don’t have a purpose it is better to find one because consumers are looking to buy brands with purpose.? It is interesting where all this could have really started.
Quite possible that the trigger for the brand purpose might well be our growing pre-occupation with the millennials. Of course, most people forget that the oldest millennial is now 43 years old and is no longer a synonym for kids these days nor is it supposed to suggest the rebel that we expected. He might well just be a well-settled middle-class dad with a family.? So perhaps it is time to recalibrate what brands have to mean.
But woke-washing seems to be a cynical ploy by marketers to make their brands flash their support for social causes. The earliest example of woke-washing was perhaps Kendall Jenner stopping a protest modelled after Black Lives Matter with a Pepsi can, which could have even challenged the likes of Martin Luther King or when Marks and Spencer launched an LGBT sandwich? which was nothing more than a classic BLT with guacamole thrown in.
The real issue is that brands might be aligning themselves with a purpose but in fact continuing to cause harm to the planet or to communities around the globe.? Instead of improving their business and production practices they indulge in woke-washing perhaps with some sense of guilt. And this is where the hubris and the hypocrisy really lies.
Soft drink companies around the globe are contributing to the plastic menace because the earth cannot digest plastic, oil companies are affecting climate change, mining companies are involved in human and environmental rights violations, food companies are constantly poisoning us with their pesticide use, agricultural companies are devasting forests, chemical companies are contaminating soil and water, and several other industries are just polluting the earth.
So the real question is whether corporations can focus on doing less harm to people and the planet rather than all this charlatanry and deceitfulness about the grand purpose of their brands to help humanity and the earth we live in. Let’s face it. Brands were made to meet the universal needs of their consumers and not to support a social cause. Kid’s brands are really not interested in child obesity or to raise inspired creative children, clothing brands are not interested in preserving the environment, soap brands don’t really care about women’s self-esteem, and a coffee shop is really not interested in fighting hunger.
领英推荐
In the book ‘Start with why’ by Simon Sinek he says ‘people don’t buy what you do, they buy why you do it.’? It is difficult to understand why people around the world suddenly changed their minds in just this decade on their real reason for buying brands. I buy a watch because it tells me the time or simply because I want to show off my Rolex or Omega, I buy soap because it cleans and makes me smell good, and I eat cornflakes because it gives me my dietary requirement of vitamins and minerals for the day. I drink coffee to get an upper and because I love the flavor of 80% Arabica with 20% Robusta and not because my coffee brand is fighting hunger in some remote part of the world.
Karl Marx uses the term Mehrwert to describe the yield, profit or return on production capital invested. But it is not necessary to have digested Das Capital to know that a brand’s real purpose is to make a profit.
This article was earlier published on socialsamosa.com
Connect with me on twitter
?
Director@WiseWaters | HR Strategy, Talent Development
4 个月After Elon Musk and Vivek Ramaswamy and Jordon Peterson and many more people warned us about this Woke Washing, we have understood how big tech and other enterprises subtly drive this washing to manipulate people into their tools to push their political agenda.. I would rather call it Woke Purging or better Woke Wetting (like bed wetting).. As it seems done unconsciously and leaves the bed, the man and the whole place in stink... Beautifully crafted blog Prabhakar Mundkur..
Marketing and Communications Leader | Driving Purposeful Growth and Inspiring Teams | 17+ Years of Experience in B2C & B2B
4 个月You’ve hit the nail on the head Prabhakar Sir! Wonderful read. The phenomenon you’re describing is indeed pseudo-wokism—a term that aptly captures the dissonance between a brand’s public statements and its actual practices. Brands that truly embrace social justice principles will not only talk the talk but also walk the walk. Let’s hope more companies move beyond hollow gestures and contribute to positive change!
Chief Marketing Officer | Digital Revenue Growth Driver| Content Marketing Specialist | Brand Architect & Strategist | Award-Winning Innovator | Formerly Star India, Sony, Zee
4 个月Woke-washing may be a buzzword, but it carries a negative connotation for a reason. It highlights the superficiality of businesses that prioritize the appearance of social consciousness over genuine action.