You can't fake it till you make it: The challenge facing 'woke' brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2022, 5:16 PM GMT+0

A recent The Pull Agency survey of UK consumers found that one in four consumers think “woke-washing” brands are inauthentic.

Consumers think brands are faking their sustainability credentials or interest in social issues like Black Lives Matter. In fact, 41% of UK consumers agree the amount of “greenwashing” and “woke-washing” in the health and beauty sector is noticeable.

Two-thirds of consumers are uneasy or unsure about health and beauty brands teaching and promoting “woke” causes. In terms of Corporate Social Responsibility, 58% of UK adults want health and beauty brands to be good, ethical corporate citizens first by “pay their taxes, treat people fairly, respect the environment and not use it as a PR opportunity”.

Consumers feel disabled, older and larger-sized people are the most under-represented in advertising. The Pull Agency’s Kathrin Rodriguez-Bruessau said, “Several healthcare and beauty brands have got in trouble for perceived woke-washing and superficial attempts at brand activism.”

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