Consumers are wise to 'woke washing' - but truly 'transformative branding' can still make a difference

The article “Consumers are wise to ‘woke washing’ – but truly ‘transformative branding’ can still make a difference” appeared on the online platform The Conversation on the 27th of October 2021.

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Information in this source
- Companies are becoming increasingly involved in social issues but they do not always offer concrete solutions
- “Transformative branding” could be an effective method of corporate activism
Viewpoints in this source
- Companies can make a difference through activism
- Consumers should remain skeptical of corporate activism and continue holding companies accountable for their practices

Information in this source

The article “Consumers are wise to ‘woke washing’ – but truly ‘transformative branding’ can still make a difference” presents information on the ways in which brands can drive social change. It also highlights the difference between meaningful engagement and simply mentioning social issues without causing any concrete changes.

Companies are becoming increasingly involved in social issues but they do not always offer concrete solutions

The article provides several examples of how companies are becoming more involved in social campaigns, engaging in what is referred to as brand activism. An example is the American ice cream manufacturer Ben & Jerry’s launching a new flavor called “Change is Brewing” to support Black-owned businesses (ll. 4-5). Another example is Lego, which has claimed that it will address gender stereotyping in its toys.

However, not all companies that engage in brand act...