Forget flu season! This latest epidemic is spreading thick and fast across the globe as the era of woke-washing continues to infect and undermine the marketing industry. Feeding on the validation of consumers, #wokewashing is when a company, brand or individual aligns themself with current social issues to appeal to their audience, however while continuing to cause harm to vulnerable communities.
This year at the Cannes Lions festival, Unilever’s CEO Alan Jope touched on the theme of purpose and its position within the industry;
Purpose is one of the most exciting opportunities I’ve seen for this industry… Done properly, done responsibly, it will help restore trust, unlock greater creativity in our work, and grow brands we love.
However, it appears purposeful marketing is at a cross-roads, becoming infected with companies piggy-backing on social issues to make a buck, and consequently polluting purpose.
Brands are increasingly flirting with the realm of politics as they recognise the power of putting marketing budgets into good causes. Within the last year we saw the environmental issue of plastic take to the stage with a staggering number of visuals spamming our screens, showing the horrific pollution to our seas and its danger to our marine life. It didn’t take long for big brands like Coles and Woolworths to jump on board and align themselves with the cause to minimise their plastic footprint. They banned the single use plastic bag and encouraged re-usable ones, with results expected to achieve a reduction of 5Bn plastic bags a year.
The purpose here seems clear and for the greater good. However, it also feels disingenuous and short-lived when these very same brands each introduced families of free-with-purchase toys that will litter our homes and environment with plastic, well known as Coles Little Shop and Woolworths Ooshies. According to Citibank estimates, the Coles Little Shop promotion grossed an additional $200 million in revenue in 2018 for the grocer and is expected to reach further revenue success this year.
This is a typical example of how brands are woke-washing; misleading consumers by aligning themselves with social and political issues that are trending to gain their trust, then moments later capitalising on the very thing they were standing against. However, this doesn’t just point the finger at agencies, brands and companies; it is also vital that consumers are conscious shoppers.
In the era of woke-washing, we need to hold both consumers and brands accountable. The marketing industry has the opportunity to help tackle issues that we are facing globally instead of capitalising on social issues and threatening to destroy trust in the industry. At the same time consumers need to remain mindful, conscious and educated when purchasing and aligning their values with a brand.
Without wanting to sound too much like an idealist, I can definitely relate to the difficulty of breaking down established consumer patterns, of what is easy and practical when shopping. However, it is important to remember the power of choice available to us and the opportunity we have to stay woke and contribute to a better society.
Sources: theguardian.com, businessgrow.com, wokewashing.com and thewest.com.au
