Woke Washing!!
In times of uncertainty caused by the pandemic, brands are trying to turn towards more social and use progressive strategies to make themselves out to be brands committed to humanity and ethics and thus capitalize on the current emotional state of their consumers. (video)
However, brands are not always internally aligned with the social cause that their new TV ad defends. Arwa Mahdawi, in an article for The Guardian, says: „Modern brands have started using progressive values as a marketing play and are appropriating social activism as a form of advertising. It is like the „Greenwashing“ of yore but on a whole other level. We have, I am afraid, entered a nauseating new age of woke washing.“
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