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https://theconversation.com/consumers-are-wise-to-woke-washing-but-truly-transformative-branding-can-still-make-a-difference-170190>
"With brands increasingly engaging in social change campaigns and leveraging
their influence to be “purpose-led”, the time has come to ask a couple of big
questions: is this a viable strategy, and how sceptical should we be of
so-called “brand activism”?
In recent weeks alone, Ben & Jerry’s has launched a new ice-cream flavour
called “Change is Brewing” to support Black-owned businesses and raise
awareness of the People’s Response Act, proposed legislation to establish a new
public safety agency in the US.
Lego declared it would promote inclusive play and address harmful gender
stereotypes with its toys. Mars Food rebranded Uncle Ben’s rice to Ben’s
Original in response to criticisms of the racial caricatures in its marketing.
At the same time, businesses have a chequered history when it comes to engaging
with societal problems, from self-serving “box ticking” corporate practices
under the guise of social responsibility to shifting responsibility to
consumers to make ethical choices (such as reusable coffee cups).
More recently, “woke washing” has seen brands promoting social issues without
taking meaningful action. Consider fast fashion brands that promote
International Women’s Day while simultaneously profiting from the exploitation
of female workers."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
