Brands Struggle with Wokeness in a Post-2020 World: A Closer Look at the Marketing Hangover

Lucas patterson
10 hours ago
5 min read

In the chaotic environment following the pivotal events of 2020, brands across various sectors found themselves under intense scrutiny. With heightened attention to social justice, diversity, and inclusion, companies now face an urgent challenge: how to authentically engage with consumers on these critical topics. Are brands truly committed to these values, or are they simply trying to sell products under the guise of activism? This blog post examines the so-called "marketing hangover," a phenomenon that many brands are experiencing as they navigate shifting consumer expectations.

The Rise of Wokewashing: From Activism to Apathy

As awareness of systemic issues grew, many brands began publicly supporting social causes. The term "wokewashing" emerged to describe brands that promote a socially conscious image without making meaningful changes. A well-known example is that of a major fast food chain that launched a campaign focused on racial equality. While their intentions were commendable, the lack of tangible improvements in community hiring led to skepticism among consumers.

Surveys show that over 60% of consumers are concerned about brands merely jumping on the social justice bandwagon. They can quickly spot inauthentic attempts at advocacy, leading to a backlash that can harm a brand’s reputation. Authenticity matters more than ever; brands must align their actions with their stated values.

Navigating the Silos of Dissonance

Amid the surge of support for racial justice, many brands hurriedly posted 'black squares' on social media. However, this well-meaning gesture often felt disjointed from their traditional brand images. When a high-end fashion label, typically indifferent to socio-political conversations, suddenly promotes a campaign for equality, it raises questions. Does this brand genuinely care, or is it simply chasing clout?

Brands must commit to integrating social issues deeply into their identities rather than treating them as mere marketing tactics. For example, companies that transparently revise their supply chains to improve working conditions gain trust, while those that don’t may appear opportunistic.

Understanding the Marketing Hangover

As time passes, brands grapple with the implications of their actions during the peak of social activism. What occurs when the spotlight dims, and they must prove their ongoing commitment to social responsibility?

The Anxieties of the Brand Identity Crisis

With consumers demanding more accountability, many brands now experience anxiety over their perceived sincerity. Today's customers ask probing questions: What initiatives are brands backing beyond social media? Recent studies reveal that 70% of millennials expect brands to take concrete actions supporting social causes.

The 'post-woke' environment feels disorienting. Brands need to rethink their strategies carefully, understanding that standing in solidarity isn't enough. Their contributions must go beyond slogans to include genuine efforts and measurable outcomes.

Evolving Consumer Expectations

Today's consumers hold brands to unprecedented standards of transparency and accountability. A simple post on social media without action will no longer suffice. Companies need to weave social consciousness into their everyday operations to retain relevance. Engaging consumers in these initiatives can create deeper connections and foster loyalty.

For instance, a beauty brand revamping its marketing to focus on diverse representations while also committing to fundraising for women's empowerment campaigns demonstrates a commitment that resonates. Brands should aim to inspire action from their audience, transforming their passionate advocacy into shared community efforts.

The Pitfalls of Cancel Culture

The rise of cancel culture has added another layer of challenge to the post-2020 marketing arena. Brands now traverse a landscape where a single misstep can result in substantial backlash.

The Fragility of Public Opinion

Public sentiment can shift rapidly. A brand celebrated today can be mired in controversy tomorrow. A famous footwear company once drew significant backlash for an ill-considered advertisement perceived as trivializing social movements. This scenario underscores how important it is to prioritize genuine engagement over superficial activism.

Brands that build a solid foundation based on shared values with their audience have a better chance of weathering public opinion shifts. Genuine responses and transparency help foster stronger relationships with consumers.

The Fear of Backlash

In fearing backlash, some brands might choose silence on critical issues, leading to disengagement from their audience. However, failing to address societal matters can be just as damaging. Market research indicates that 84% of consumers expect brands to advocate for social issues important to them.

Finding the right balance between bold advocacy and caution is essential. Brands that consistently engage with meaningful content while being mindful of public sentiment can make a real impact.

Crafting a Woke Yet Weird Identity

Brands today face the daunting task of crafting identities that reflect social awareness while remaining true to their values. Misalignment risks being perceived as disingenuous—or "weird" in an unfavorable way.

Finding Authenticity in Commitment

Brands can cultivate authenticity by weaving social justice into their daily practices. This means addressing issues like climate change, fair labor, and community investment regularly. For example, a retailer committed to sustainable sourcing practices shows dedication beyond mere words, reinforcing trust and loyalty among consumers.

Companies often discover that when actions reflect their claims, they can strengthen customer relationships and mitigate potential backlash.

The Role of Creatives in Reimagining Brand Narratives

Creative professionals—marketers, artists, and storytellers—play a crucial role in shaping and refreshing a brand's narrative. They can distill complex issues into relatable messages that resonate with audiences.

Embracing Inclusive Creativity

Partnering with diverse creative talents can unlock fresh perspectives and rejuvenate stagnant messaging. For example, brands that collaborate with artists from underrepresented backgrounds can create campaigns that genuinely reflect community values and experiences.

Examples of Success and Missteps

Several brands illustrate varying approaches to the post-2020 shift towards conscious marketing.

Successful Engagement

Ben & Jerry's has effectively positioned itself as a champion for social justice. Their campaigns align seamlessly with their core values, creating a loyal customer base. By consistently advocating for causes like climate change and racial equality, they have built a reputation for authenticity.

The Misfire

Pepsi's infamous advertisement featuring Kendall Jenner is a cautionary tale. The campaign's tone-deaf approach to social movements led to widespread mockery and condemnation. Instead of fostering engagement, it was viewed as exploitative and out of touch with the issues at hand.

Moving Towards a Thoughtful Approach

Brands navigating this complex terrain must adopt thoughtful, strategic approaches.

Comprehensive Framework for Change

Companies should go beyond reactive messaging. By developing comprehensive frameworks for addressing social justice, they can foster authentic engagement with communities. Partnering with organizations that uplift marginalized voices demonstrates true commitment.

Engaging with True Purpose

Ultimately, brands seeking to distinguish themselves must engage with a real sense of purpose. While the marketing landscape demands savvy, it equally calls for narratives that prioritize humanity and social impact over profit.

The Future of Brand Engagement

In the wake of 2020, brands find themselves facing new challenges and opportunities. By genuinely embracing social responsibility and advocating for important issues, they can build trust and loyalty among consumers.

Brands ready to adapt and evolve can cultivate authentic relationships with their audience, authentically engaging with current challenges. The question remains: will brands rise to the occasion or miss the mark entirely? Their ability to respond will define their relevance in a rapidly changing world.

BY K.L.P Entertainment