We live in an age of "woke" marketing: brands supporting social issues such as feminism, LGBTQ equality, racial justice and the environment. Whether tech or CPG, what a brand stands for is increasingly part of a buyer's purchase criteria.
Organizations need to win the trust of sceptical buyers and connect on a deeper level through shared values. 64% of buyers believe brands can be a powerful force for change. But, if these efforts are just lip service virtue-signalling, empowered consumers will expose brands for pandering (and harm the movements they are co-opting.) If they're legit, brands are taking advantage of an incredible opportunity to build loyal customers while driving social impact.
What are the risks of woke-washed marketing? Where is the opportunity? This is a new era as marketing and social movements are colliding in real-time. And, we need new rules of engagement.
In this talk, Katie covers:
The difference between meaningful brand support and pandering (with examples)
The seven risks of performative brand allyship on brands and social movements
How to navigate an age of accountability amid cancel culture and hashtag activism