Bud Light recently found itself embroiled in controversy, demonstrating the potential pitfalls brands may encounter when they strive to align with an array of progressive causes, from gender identity to climate change.
The contention surrounding Bud Light underscores the precarious position companies can find themselves in when they strive to resonate with ‘woke’ culture.
It serves as a stark reminder that while supporting progressive goals can reflect positively on a brand, tackling too many issues simultaneously can lead to criticism and potential damage to the brand’s reputation. For every cause or belief system, segments of the community feel the opposite. This can lead to polarization and potential damage to a brand’s reputation.
A marketing campaign featuring a transgender activist sparked conservative backlash, thrusting Bud Light into a contentious debate surrounding corporate engagement with ‘woke’ culture.
What was once merely a beer selection has now become a symbolic stand in the discourse over the role and responsibility of corporations in societal issues.
So how did Bud Light’s seemingly simple choice of beer get dragged into a complex cultural controversy, and more importantly, what can brands learn from it?
In this digital age, the line between brand identity and social consciousness is increasingly blurred, with more consumers—particularly Millennials and Gen Z—expecting brands to take a stand on pressing societal issues.
However, authenticity is key. ‘Woke-washing,’ or feigning interest in social causes for commercial gain, can be sniffed out by savvy consumers, often leading to more harm than good. This post explores the delicate dance of being a ‘woke’ brand, the potential benefits and pitfalls, and why purpose is becoming a powerful currency in the business world.
The Appeal of the Woke Brand
It’s undeniable that ‘woke’ brands can resonate with consumers. When executed authentically, aligning with social causes can lead to positive outcomes.
Consider Patagonia, an outdoor apparel brand. Their dedication to environmental activism is woven into the very fabric of their corporate identity. They’ve pledged 1% of sales to environmental groups, led a high-profile lawsuit over national parklands, and invested in sustainable product design. Their ‘activist’ stance is far from superficial—a commitment that echoes through every level of their operation.
Younger generations, like Millennials and Gen Z, heralded as socially conscious and action-oriented, are particularly attracted to purpose-driven brands. According to a 2022 Edelman report, 73% of Gen Z members surveyed buy or advocate for brands based on their beliefs and values.
Is being woke a double-edged sword?
We live in an era defined by hyper-awareness and the pursuit of social justice, and ‘being woke’ has emerged as a buzzword that brands are quickly embracing.
However, it’s important to remember that for many, being ‘woke’ isn’t merely a trendy label but a commitment to recognising and challenging systemic injustices.
For brands, the decision to engage with ‘woke’ culture can be a double-edged sword, potentially offering a competitive edge while also risking backlash if handled insensitively.
In 2020, Nike, for instance, continued their tradition of bold socio-political stances with their “For Once, Don’t Do It” campaign in response to the Black Lives Matter protests. Flip-flopping their iconic slogan, this message was lauded for its relevance and empathy. On the other hand, Pepsi’s 2017 ad featuring Kendall Jenner appropriating the imagery of protest movements for a soft drink commercial was met with widespread criticism, seen as trivialising genuine struggles for justice.
These examples highlight the two edges of the ‘woke’ sword. When executed with authenticity and sincerity, brands can tap into the zeitgeist, connecting with consumers on a deeper level.
However, if ‘wokeness’ is merely exploited as a marketing gimmick without understanding or respect for the underlying issues, it can lead to alienation and damage to the brand’s reputation.
So, how can brands effectively engage with the ‘woke’ consumers, who are often at the forefront of these discussions? Here are some dos and don’ts:
DO:
- Educate Yourself: Understand the social issues that resonate with your audience. Authenticity comes from knowledge, so it’s crucial to stay informed about the conversations taking place within your demographic.
- Live Your Values: Consumers, particularly Gen Z, have a keen eye for inauthenticity. If your brand claims to stand for something, ensure those values permeate every aspect of your business, from supply chain practices to employee treatment.
- Partner with Relevant Organisations: Actions speak louder than words. Collaborating with NGOs or nonprofits that align with your brand’s values can demonstrate a tangible commitment to social causes.
- Appoint a crisis manager. Publish a transparent, honest Sustainability Report.
DON’T:
- Jump on Every Bandwagon: Not every social issue will be relevant or appropriate for your brand to comment on. Avoid tokenistic engagement with causes not aligning with your brand values or business area.
- Exploit Sensitive Issues: Consumers can spot when a brand is capitalising on a social issue purely for profit. Always approach sensitive topics with care, respect, and a genuine desire to effect change.
- Ignore Feedback: If you face backlash, don’t disregard it. Apologise sincerely if needed, and use it as an opportunity to learn and grow.
Navigating ‘wokeness’ can indeed be a double-edged sword for brands. However, when done sincerely and thoughtfully, engaging with social issues can deepen connections with consumers, particularly younger ones, who value brands that stand for more than just their products or services.
Ultimately, it’s about fostering a genuine commitment to social progress and reflecting that in all aspects of your brand.
The Danger of Woke-Washing
Appropriating social causes without genuine commitment can backfire, as Pepsi found out. This superficial display of ‘wokeness,’ often termed ‘woke-washing,’ can lead to consumer skepticism, negative press, and a damaged brand reputation.
Take H&M, for example. In 2018, the brand was accused of hypocrisy for promoting a feminist ad campaign while being linked to exploitative labor practices, including employing women in Bangladesh at low wages. This discrepancy between their outward messaging and business practices led to public outcry and boycott threats.
Purpose is a New Form of Conscious Capitalism
Increasingly, industry experts argue that purpose is becoming the new form of capitalism. Brands like Unilever and Ben & Jerry’s have championed this notion, embedding social responsibility into their business models.
Unilever has taken strides to reduce environmental impact and enhance societal value across its portfolio of brands, including committing to a deforestation-free supply chain by 2023. Similarly, Ben & Jerry’s has long championed various social causes, from climate justice to refugee rights, and has frequently used its platform to raise awareness and stimulate conversation around these issues.
In fact, in the early 1980s, as Corporate Social Responsibility (CSR) was beginning to gain traction, the term “Caring Capitalism” was coined by Ben Cohen. Ben Cohen and Jerry Greenfield have become esteemed figures worldwide for their significant community activism. Their efforts have served as a beacon, inspiring countless brands over the past four decades to strive towards greater social responsibility.
Such purpose-driven business models can yield substantial returns. Harvard Business School found in a 2020 study that ‘firms of endearment,’ or those that focus on purpose beyond profit, outperformed the S&P 500 by 14 times over 15 years.
However, the purpose-driven brand isn’t a one-size-fits-all solution. Not all attempts to ‘get woke’ will pay off. Brands must demonstrate consistent commitment and action towards the causes they align with or risk losing consumer trust. Companies need to back up their words with actions, showing consumers, they’re serious about making a difference.
As we navigate an increasingly conscious consumer terrain, the call for brands to ‘wake up’ and align with social causes becomes louder.
Yet, brands must understand that ‘wokeness’ is not a marketing tactic but a commitment. It’s not about jumping on the latest cause to sell products but about integrating purpose into the core of business operations, ensuring actions align with words.
The rewards for companies that can strike the right balance are clear: deeper connections with consumers, a stronger brand reputation, and the opportunity to make a genuine difference in the world. As capitalism continues to evolve, it’s clear that purpose is more than just a trend—it’s becoming a new way of doing business.
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