Critically analysing Brand Activism and Woke-washing in Business and Marketing: Advantages and Disadvantages.
Critically analysing Brand Activism and Woke-washing in Business and Marketing: Advantages and Disadvantages.
Abstract:
The contemporary field of Business and Marketing has given rise to two polarizing yet crucial phenomena to comprehend: Brand Activism and Woke-washing (Vredenburg, et al., 2020). Brand Activism pertains to businesses genuinely engaging with social, environmental, or political concerns (McCormick & Ram, 2022), while 'woke-washing' refers to the opportunistic use of social justice themes without authentic commitment (Vredenburg, et al., 2018). This dissertation aims to explore the multifaceted advantages and disadvantages inherent to each approach. It employs qualitative analysis to examine the literature regarding brand campaigns, consumer behavior, and business operations, particularly in the context of woke-washing or brand activism. The study goes beyond first-world perspectives and traces the historical underpinnings of woke-washing's rise despite its drawbacks. Through interdisciplinary exploration and a global lens, this research aims to elucidate the intricate dynamics, contributing valuable insights to the understanding of the prevalence and consequences of woke-washing in modern marketing and its historical evolution. The results underscore the crucial interplay between authentic brand engagement with societal issues and the peril of consumer backlash if perceived as superficial (Vredenburg, et al., 2018). As the landscape of consumer expectations shifts towards a more socially-conscious paradigm (Giesler & Veresiu, 2014), this research serves as a compass, guiding businesses in their strategic and ethical decisions.
1. Introduction
1.1. Background and Context
In recent years, a paradigm shift in the realm of Business and Marketing has emerged, marked by a pronounced emphasis on ethical considerations, societal engagement, and an intersection of commercial interests with wider societal issues CITATION Smi10 l 2057 (Smith, et al., 2010). This dissertation delves deep into two such phenomena - Brand Activism and Woke-washing - that stand as both indicators and outcomes of this shift.
Brand Activism, at its core, represents the proactive stance businesses take on social, political, environmental, or human rights issues CITATION Jua19 l 2057 (JuanLuisManfredi-Snchez, 2019). This can be seen in forms as varied as a company's marketing campaigns, public declarations, social media and other strategies CITATION Cam23 l 2057 (Cammarota, et al., 2023). Historically, businesses refrained from dipping their toes into potentially divisive issues, aiming for neutrality to avoid alienating any segment of their customer base, this is still referred in the marketing world as the Michael Jordan Dictum CITATION Cha18 l 2057 (Chatterji & Toffel, 2018). But the contemporary landscape is witnessing a change, where companies are not only taking a stance but are also being expected to do so by their consumers CITATION Sen09 l 2057 (Sen, et al., 2009) .
Parallel to this, the term 'Woke-washing' has permeated the marketing department. It paints a picture of brands that adopt the veneer of activism without any substantive action or genuine commitment to back up their claims. In essence, it is an opportunistic adoption of popular social justice themes, primarily as a marketing tactic, without the groundwork or internal practices that signify genuine commitment to the cause CITATION Mir221 l 2057 (Mirzaei, et al., 2022). Woke-washing has elicited significant criticism, with accusations of superficiality and capitalising on serious societal issues for mere commercial gains.
1.2. Significance of the Study
1.2.1 Evolution of Global Events and Movements
The onset of the 21st century has unfolded as an era of profound societal transformation. Global events and movements, spanning from the urgent calls to address climate change to ground-breaking movements like #MeToo, Black Lives Matter, and robust campaigns championing LGBTQ+ rights, have catalysed a metamorphosis in societal discourses CITATION Man15 l 2057 (Castells, 2015). In essence, what was once regarded as peripheral has now taken centre stage in public discourse.
1.2.2 Transformed Consumer Expectations
The modern consumer's identity is deeply intertwined with their socio-political beliefs. In other words, consumers do care about the social and ethical impact of the companies they support CITATION Par17 l 2057 (Park, et al., 2017). Social media conversations has helped people access information about the brands they interact with daily CITATION Lop16 l 1033 (Lopez & Liu, 2016)and abundance of choice has empowered consumers to move from one brand to another if their values dont align with the principles of the brand CITATION Erd04 l 1033 (Erdem & Swait , 2004). No longer is a product's value determined solely by its utility; its alignment with broader societal narratives now carries significant weight CITATION Cow00 l 1033 (Cowe & Williams, 2000). This transformative phase signifies a dynamic where consumer loyalty can be cemented or eroded based on a brand's stance on contemporary issues.
According to recent research, where 24,000 global consumers were questioned, 91% wanted brands to demonstrate they are making positive choices about the planet and environment more explicitly; in everything they do CITATION Den21 l 1033 (Dentsu International and Microsoft Advertising, 2021).
1.2.3 Businesses at the Crossroads
Today's businesses stand at a crucial crossroads. The conventional corporate playbook, which prioritized profit above all, has been challenged by this evolving consumer consciousness. Brands are now under scrutiny, with consumers, activists CITATION Gho11 l 1033 (Ghosh, et al., 2011), and even investors examining their commitment to societal causes CITATION Ren08 l 1033 (Renneboog, et al., 2008). This scrutiny doesn't just revolve around what businesses say, but more crucially, what they do.
References
BIBLIOGRAPHY Cammarota, A., D'Arco, M., Marino, V. & Resciniti, R., 2023. BRAND ACTIVISM: A Literature Review and Future Research Agenda. International Journal of Consumer Studies, 47(5), pp. 1669-1691.
Castells, M., 2015. Networks of outrage and hope: Social movements in the Internet age. Polity.. Second ed. s.l.:Polity Press.
Chatterji, A. K. & Toffel, M. W., 2018. Harvard Business Review. [Online] Available at: https://hbr.org/2018/01/the-new-ceo-activists[Accessed 30 08 2023].
Cowe, R. & Williams, S., 2000. Who are the ethical consumers?. Manchester: Cooperative Bank.
Dentsu International and Microsoft Advertising, 2021. The Rise of Sustainable Media, s.l.: Dentsu and Microsoft Advertising .
Erdem, T. & Swait , J., 2004. Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), p. 191198.
Ghosh, D., Ghosh, D. K. & Zaher, A. A., 2011. Business, ethics, and profit: Are they compatible under corporate governance in our global economy?. Global Finance Journal, 22(1), pp. 72-79.
Giesler, M. & Veresiu , E., 2014. Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity. Journal of Consumer Research, 41(3), p. 840857.
JuanLuisManfredi-Snchez, 2019. Brand activism. Communication & Society , 32(4), pp. 343-359.
Lopez , R. A. & Liu, Y., 2016. The impact of social media conversations on consumer brand choices. Marketing Letters , Volume 27, pp. 1-13.
McCormick, H. & Ram, P., 2022. 'Take a Stand: The Importance of Social Sustainability and Its Effect on Generation Z Consumption of Luxury Fashion Brands. In: C. E. Henninger & N. K. Athwal, eds. Sustainable Luxury An International Perspective. s.l.:Springer Nature Switzerland AG, p. 219239.
Mirzaei, A., Wilkie, D. C. & Siuk, H., 2022. Woke brand activism authenticity or the lack of it. Journal of Business Research, Volume 139, pp. 1-12.
Park, E., Kim, K. J. & Kwon, S. J., 2017. Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust. Journal of Business Research, Volume 76, pp. 8-13.
Renneboog, L., Horst, J. T. & Zhang, C., 2008. Socially responsible investments: Institutional aspects, performance, and investor behavior. Journal of Banking & Finance, 32(9), pp. 1723-1742.
Sen, S., Korschun, D. & Bhattacharya, C. B., 2009. Strengthening StakeholderCompany Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives. Journal of Business Ethics, Volume 85, p. 257272 .
Smith, N. C., Bhattacharya, C. B. & Palazzo, G., 2010. Marketings Consequences: Stakeholder Marketing and Supply Chain Corporate Social Responsibility Issues. Business Ethics Quarterly, 20(4), pp. 617-641.
Vredenburg, J., Kapitan, S., Spry, A. & Kemper, J. A., 2020. Brands Taking a Stand: Authentic Brand Activism or Woke Washing?. Journal of Public Policy & Marketing, 39(4), pp. 444-460.
Vredenburg, J., Spry, A., Joya Kemper, J. & Kapitan, S., 2018. The Conversation. [Online] Available at: https://theconversation.com/woke-washing-what-happens-when-marketing-communications-dont-match-corporate-practice-108035[Accessed 30 08 2023].
GUIDANCE NOTES ON STRUCTURING A MASTERS DISSERTATION/WBP
These notes are for guidance only, and are not the only way to present a dissertation/WBP. However, they have been tried and tested and have proven to be helpful to past students. They are based on existing guidance notes, references available on request.
The structure advocated here comprises 5 major chapters, and each will contain sub-sections.
Chapter 1: Introduction
Chapter 2: Literature Review
Chapter 3: Research Methods
Chapter 4: Data Analysis
Chapter 5: Discussion, Conclusions, Recommendations, Implications
Broad rule of thumb, the chapters have these respective percentages of the dissertations words: 5, 30, 15, 25, 25
Before beginning to write the dissertation/WBP the research problem or issue and the aims and objectives must be clearly stated.
Chapter 1 is usually written in the present tense, with references to the literature in past tense. The rest of the dissertation/WBP is usually written in the past tense except for chapter 5, which is written in the present tense.
Value judgements and words should be limited e.g., it is interesting provide the facts, not your opinion.
Have sections and sub-sections starting as often as every second or third page, each with a descriptive heading. Start each section and sub-section with a phrase or sentence linking it to what has gone before. Avoid 1 or 2 sentence paragraphs they kill the flow. Instead, ensure each paragraph deals with a particular point before moving onto the next paragraph. Make each step in the argument easy to identify, using terms such as first second, or in addition or in contrast. Finally, end each section with a summary, to establish clearly what has been achieved.
CHAPTER 1: INTRODUCTION
This chapter introduces the core problem, sets the scene for readers, and outlines the path the examiners will take when marking the piece of work.
Background to the research
A short (no longer than 1 page) introduction to the field of study, that aims to orient the reader and grab their attention.
1.2 Research problem and objectives/research questions
This section clearly states the research problem/issue, which is one or two sentences that cannot be answered yes or no. It then provides the overall aim of the dissertation/WBP (to solve the problem or investigate the issue) and the research objectives (aims are broad, objectives are more specific). Have one overall aim and a few objectives/research questions.
Asking who, what, where, how, why may help to formulate specific aims and objectives.
Then present a paragraph that states how the problem is solved always remember that a dissertation/WBP is NOT a detective story be upfront from the beginning.
1.3 Background to the company/initiative
Sometimes, a dissertation focuses on a particular company or initiative. WBPs will focus on one company. The details, facts and figures relating to the firm and the marketplace should be provided here. Leave the literature review to just that a review of the academic literature. So, market research data, etc., needs to go here.
1.4 Overview of methodology
Provide a brief introductory overview of the methodology.
1.5 Outline
Briefly describe each chapter and major section.
1.6 Definitions
Provide definitions of any key or controversial terms, and any abbreviations here.
1.7 Conclusion
Sum up the chapter
Links between chapters and sections:
Each chapter (except the first) should have an introduction section linking the chapter to the main idea of the previous chapter and outlining the aim and organisation of the chapter.
Each chapter should have a concluding summary section that outlines the major themes established, without introducing new material.
CHAPTER 2: LITERATURE REVIEW
The second chapter aims to build a theoretical foundation upon which the research is based, by reviewing the relevant literature. The students own ideas or opinions have no place here, except where they are used to structure the treatment of the literature and are clearly supported by authorities, evidence or logic.
Postgraduate students are expected to display the higher-level skills of analysis, synthesis and evaluation bear this in mind when writing the dissertation/WBP. The lower level skills of knowledge and comprehension are expected from undergraduates, and master-level students must go beyond these basic level skills. Likewise, a masters dissertation/project should demonstrate application of complex models and concepts.
The literature review is NOT a string of pointless, isolates summaries of the writings of others. The links between each writer and others must be brought out, and the links clear. In other words, the literature review is not a textbook that describes the literature for a reader who knows little about a topic; rather, it is an interesting arrangement and synthesis of material with which the examiner will already be familiar.
In addition to the findings of a piece of empirical research, students may wish to comment on the survey and methodologies used, and any limitations or problems of the research. Moreover, students must comment on the contribution to the body of knowledge that is relevant to the research problem that a piece of research makes, and compare and/or contrast it with other research.
If a direct quotation is placed in a literature review (provide the page number), it must be accompanied by a brief description of what the student perceives the writer is saying. Moreover, quotations should not be too long; the student is expected to prcis long slabs of material in the literature in his or her own words.
CHAPTER 3: RESAERCH METHODS
Must cover:
Justification of the chosen methodology
Sampling
Data collection methods
Limitations of the methodology
Details of data collection (if doing a work based project) or clear details of data sources (for a dissertation) should be written s that another researcher can replicate the research. Thus details of any pilot study, population, sampling frame, sample size, etc., must be included.
In addition to critical procedures and processes, students must show familiarity with controversies and positions taken by authorities on methodologies; familiarly with this body of knowledge can be demonstrated as the chosen methodology and research procedures are justified.
CHAPTER 4: DATA ANALYSIS
Present the results in easy to read format, and interpret any tables and graphs: it is not the examiners job to analyse the data. After some summary tables (e.g., age, gender of respondents, etc.), present the results for each research question.
CHAPTER 5: DISCUSSION, CONCLUSIONS, RECOMMENDATIONS, IMPLICATIONS
Discuss, in detail, the major findings of the research, using the research questions/propositions/hypotheses to structure the chapter. Here is where you will compare any findings from your research to existing literature, and discuss in depth.
Sum up everything so far.
Make recommendations, either in general for managers or for the specific firm(s) involved in the research. You will also have some recommendations for future research, either from gaps in the literature you have identified but not investigated, or in areas where your research does not support existing findings. Thus, there will be recommendations for both policy/practice and for future research.
Implications will come from your recommendations e.g., if you have recommended that a particular firm changes a procedure, you must recognise and deal with the cost/staffing/training implications that such a recommendation brings.
MANAGEMENT SCHOOL
Learning to Make a Difference
ULMS790
Dissertation
Semester: Summer
2022/23
Proposal Guidance
Research Methodology Guidance
Assessment
Dissertation assessment (100%) comprising an individual 15,000-word.
Dissertation Assignment
Proposal Guidance
In the proposal of 800 words students must:
define the research aim and objectives,
explain the rationale for the research
explain data sources (these need to be clearly stated and made explicitly) and justify the secondary research methods; you MUST only use secondary desk data sources you are not permitted to collect any data from human beings e.g. via a questionnaire
set out a detailed schedule for the researchs execution and completion.
Proposals that are not adequately developed and which fail to provide information to underpin the individual assignment will be required to be revised
The following provides a template for the proposal format.
Title
The title may change as you progress with the individual assignment, but a self-explanatory title at this stage creates a focus for your subsequent work. This should provide the key words associated with the assignment and can be written in the form of a question (e.g. What Are The Motives For Alliances In The European Airline Sector?) or alternatively you can present it in the form of researchable statement (e.g. Motivation For Alliances In The European Airline Sector: An Empirical Investigation Based on Secondary Data Sources). Avoid titles that are very broad (e.g. health care in the West Midlands) or very lengthy.
Overview/Introduction:
The first stage of a research proposal normally involves setting the context for your reader. It is therefore sensible to have an opening paragraph that summarises the proposed research area and clarifies how your particular research question or problem locates within the chosen context (i.e. the academic literature and the business world). Here it is useful to give a brief indication of why you think this research is timely. For this you will need to use some of your background reading, which will help to justify the need for your chosen piece of research and convince the reader that you are not simply re-inventing the wheel and that you will make a contribution to address gaps and/or inconsistencies in the academic literature. Part of the overview may also briefly cover your own interest and experience in this area of study.
Aims and Objectives:
Tell the reader in a succinct and precise way the intended outcomes of your research and formulate specific research questions. The aims and objectives/questions of your research project should reflect your initial knowledge of the relevant literature and any research relevant to your company or topic area. It is important that the research you propose can make an original contribution and that work can be completed in the time proposed in your proposal.
Aim - At the beginning, you could include a sentence that summarises the overall aim of the project and how it relates to the literature. The project aim is generally a statement of the research problem/issue and in a good proposal this outlines the conceptual debate in the literature, which is prompting the research. This might be the answer to the question in your title. For example
The research aims to investigate the way in which European airline sector alliances are transforming the airline industry in Europe. In particular the study will focus upon the changing market conditions of the airline industry from an institutional theory perspective.
Alternatively, you might state some tangible outcome for the project e.g. the evaluation of: a mergers in a particular context.
Objectives/research questions - Your objectives/questions on the other hand should be clearly focused on exactly what your specific goals are. In general, objectives specify the researchable steps to achieve the project aim and therefore it is not inconceivable to have only one research objective but typically you would expect to have a number. For example:
Identify the ways in which European airline sector alliances are transforming business processes and relationships;
Investigate the expectations of customers in this dynamic environment;
Identify how customer expectations are influencing and impacting upon business practices in the European airline sector.
It is crucial to concentrate on the initial research aim and objectives and to make clear the theoretical foundation of your study. These are the foundations of the research. It will take some time and a lot of effort on your part to achieve this successfully, and you may have to change your focus and rewrite these at the initial stages several times.
Clearly stated research objectives are particularly important because they will generate questions, and possibly hypotheses when conducting the proposed research.
Research Design/Methodology
In this section you need to introduce and discuss secondary research methodology. Your methodology should be consistent with your research question. For example, if your question implies measurement, then you will need quantitative measures.
The Data
You MUST use secondary data only.
It is imperative that you do not use any data collected from human beings. This puts a constraint on what you can achieve. It is extremely important that you have sufficient data of adequate quality to answer your research questions and meet your objectives (see above). This may require several iterations of establishing what data is available and adjusting your research questions and perhaps your research objectives accordingly.
Planning your research
It is important that you draw up a project plan at the stage of developing the proposal as it can give you clear directions to finish the proposed project on time. The project plan should be a working plan, not simply a list of tasks and expected dates of start and completion of tasks. Here you can provide a week-by-week indication of the tasks required to complete the dissertation. Things normally take longer than envisaged, so do not be too ambitious. It is often helpful to work backwards from the dissertation hand-in date in order to arrive at a reasonable schedule.
References
A minimum of 6 and a maximum of 10 key references at this stage should normally be enough to convince the reader that you are knowledgeable about the topic area.
The Best Proposals:
Combine the sections above in a coherent way. They tell a story that moves seamlessly through the sections. They make it clear to the reader what the research issue/problem is, what is already known, what must be achieved to add to knowledge/understanding, how to achieve these and how the time is to be meaningfully spent.
Provide a guideline for the dissertation process. If you feel that you will not refer to the proposal over and over again during the dissertation process, then it is likely to be a poor proposal.
Additional Notes:
Guidance on the Research Methods Discussion Section of final Dissertation
As part of students reflection on the methodology, they could consider the following points:
Demonstrate awareness of other research methods (find relevant literature that addresses the points below). Please be careful not to write a descriptive account of other approaches to research. (You are not in the business of writing a research methods text book).
Identify methods you used and justify it may be quantitative analysis to address some hypothesis, or perhaps you are taking a grounded theory approach using qualitative secondary data.
Explain what secondary data is.
Explain the advantages and disadvantages of using secondary sources.
Clearly identify potential sources for your data, giving explicit detail and explain strategy for researching this material. Justify how this data will help you answer your research questions.
Explain how you can ensure the reliability and authority of your data sources (how easy/hard will it be for a reader to find your data and check it; are your sources credible; what are the strengths and weaknesses of your data?)
Format of Written Work
Please pay attention to the following points when preparing your dissertation:
Presentation.
All text should be in Times New Roman at 12pt size and double spaced. Structure.
Clearly focused presentation without ambiguity and repetition is required.
Excessive Use of Quotations.
Quotations should only be used where it is necessary to provide direct evidence of a specific point, or, where the authors mode of expression is unique or striking in some other way.
The proportion of quotations in a piece of written work including assignments and dissertations should not normally exceed 10%. More than 10% quotation counts as excessive and you may be penalized.
This is because excessive use of quotations is poor scholarship. It means that a substantial part of the work is not your own.
Postgraduate Dissertations: Criteria for Assessment
90 100% Theoretically or practically significant topic; clearly defined research question, meticulous literature review, careful execution of research design, high quality analysis, discussion and conclusions. Signs of originality in selection of question and/or approach to research. Presentation excellent. Makes a significant contribution to knowledge. Potentially publishable.
80-89% Very carefully designed and executed study. Sound theoretical framework based upon good literature review and carefully formulated approach. Clearly articulated research question, use of appropriate methodology, reflective and thorough discussion, defensible conclusions. Displays mastery of the subject matter and of appropriate theories and concepts. Presentation excellent. Useful contribution to knowledge. Potentially publishable with some refocusing.
70-79% Very carefully designed and executed study. Sound theoretical framework based upon good literature review. Carefully formulated approach and evidence of independent critical ability. Clear conclusions, detailed recommendations for practice. Good critical grasp of relevant theories and concepts. Presentation excellent.
60%-69% Adequately designed and executed study. Adequate literature review and framing of study and good effort to collect data. Ability to reflect upon weaknesses in approach. Clear conclusions, detailed recommendations for practice. Presentation good.
50-59% Generally adequate design and execution. Generally adequate literature review and framing of study and attempt to collect data but may contain weaknesses in approach, for example, poor alignment of research question and methodology. Failure to obtain all of the requisite data, conclusions lame, recommendations for practice weak or omitted. Presentation satisfactory. May contain excessive use of quotations.
40%-49% Inadequate evidence of independent research e.g. inadequate design and execution. Literature review partial, framing of study imprecise; data collection partial, poor alignment of research question and methodology. Conclusions lame, recommendations for practice weak or omitted. Presentation barely satisfactory. May contain excessive use of quotations.
30%-39% Makes some attempt to conduct independent research but unsatisfactory on one or more of the following counts: adequacy of literature review; design and methodology; data collection, analysis, discussion and conclusions and general standard of presentation. May contain excessive use of quotations.
0% - 29% Submission contains serious weaknesses on one or more of the following counts: adequacy of literature review; design and methodology; data collection, analysis, discussion and conclusions and general standard of presentation. May contain excessive use of quotations.
Pankaj
Understanding Brand Activism and Woke-washing in Business and Marketing:
Advantages and Disadvantages
Introduction
Recently, a discussion has concerned businesses adopting a "woke" mentality. This term describes a socially conscious approach to the marketplace, characterized by understanding the need for social justice. The concept is often associated with a rejection of traditional standards and the emergence of progressive market ideologies. (Middleton & Turnbull, 2021). Adopting woke ideologies and practices presents businesses with the potential for tapping into new markets and attracting socially conscious consumers, thereby providing an opportunity for virtue signalling and fostering positive relationships with stakeholders with similar values. Furthermore, embracing woke values may enhance employee satisfaction, engagement, and productivity by creating a work environment that aligns with these values (Foss & Klein, 2022). Nice introFurthermore, brands must prioritize consistency with their values and practices when engaging in socially conscious marketing campaigns. Consumers are increasingly knowledgeable about social issues and can detect inauthentic activism, a phenomenon sometimes referred to as "woke-washing." Brands should conduct further research to understand how their activism affects profit, equity, and reputation. Ultimately, brands must approach activism with care and ensure their campaigns are genuine, consistent, and aligned with their values and practices, as Marino et al. (2021) suggest. The dissertation will dive deep into the difference between brand activism and woke washing and its advantages and disadvantages in marketing and business. goodLiterature review
Brand activism is more proactive and politically engaged than traditional corporate social responsibility (CSR) practices. Activist brands take a stance on political and social issues and advocate for change. They use their influence to promote progressive values and challenge the status quo, aiming to inspire and mobilize their audience to support their causes. Unlike CSR, which often focuses on maintaining a positive reputation, brand activism is driven by a desire to effect meaningful change (Manfredi, 2019). Ben & Jerry's "Pecan Resist!" campaign aimed to resist inequality, injustice, and the erosion of democratic values. The socially conscious brand successfully engaged consumers who shared similar values and encouraged them to support the campaign (Manfredi, 2019).
"Woke washing" is when brands without a clear history of social activism try to market themselves as socially responsible. This creates inconsistencies between their messaging and their actions. Genuine brand activism involves aligning values with sociopolitical causes, while woke washing uses social causes as a marketing tool without supporting them (Kemper et al., 2020).
Methodology
To better understand the impact of woke-washing and brand activism on businesses worldwide, this study will conduct extensive research using various sources such as company reports, industry reports, and consumer psychology studies. It will delve into the political climate and analyze the literature to understand this complex topic comprehensively.
Implications
Woke washing is harmful to brands and potential social change. It can lead to negative associations, consumer distrust, and damage to reputation. Unethical claims can limit social change and deceive consumers. Authentic brand activism is essential. An example is Pepsi's controversial 2017 ad featuring Kendall Jenner and Black Lives Matter. This ad was criticized for trivializing the movement and highlighting the importance of genuine brand activism (Kemper et al., 2020).
Brand activism can positively impact a brand's reputation among consumers who agree with the brand's stance on a controversial issue. However, there was no significant impact on consumers who supported the brand before the controversy. The impact of brand activism depends on the consumer's pre-existing attitudes towards the brand and the issue. Several well-known brands have taken public stands on divisive issues, demonstrating their brand activism, but the article does not provide specific details (Mukherjee & Althuizen, 2020). Brand activism can have both positive and negative effects.
On the one hand, it can strengthen customer loyalty and attract new customers who share those values.
On the other hand, it can lead to backlash and negative consequences. However, brand activism allows companies to shape the political discourse and contribute to social change. It is essential for brands to carefully assess the risks and benefits and align their activism with their values and stakeholder expectations (Korschun, 2021).
The dissertation will not offer a mere commentary on the best practices for brands to navigate the market while also upholding their social responsibility. Rather, it will conduct a thorough analysis of existing literature, research, and data to discern a clear distinction between brand activism and woke washing. It is imperative for brands to exercise caution in navigating this fine line, as the consequences of crossing it can have a significant impact on their business, both positively and negatively, in the future. Therefore, it is important for brands to understand the nuances of this issue and adopt a socially conscious approach that aligns with their brand values and ethics.
This is good. However, you need a specific aim and some research questions/objectives they are here but lost within the text.Well written Are there sufficient top journals?References
BIBLIOGRAPHY Foss, N. J. & Klein, P. G., 2022. WHY DO COMPANIES GO WOKE?. [Online] Available at: https://dx.doi.org/10.2139/ssrn.4285680[Accessed 15 06 2023].
Kemper, J. A., Spry, A., Kapitan, S. & Vredenburg, J., 2020. Brands Taking a Stand: Authentic Brand Activism or Woke Washing?. Journal of Public Policy & Marketing, 39(4), pp. 444-460.
Korschun, D., 2021. Brand Activism Is Here to Stay: Heres Why. NIM Marketing Intelligence Review, 13(2), pp. 11-17.
Manfredi, J. L., 2019. Brand activism. Comunicacion y Sociedad, 32(4), pp. 343-359.
Marino, V., Cammarota, A. & Resciniti, R., 2021. Consumer Response to Brand Activism: A Multiple Case Study Analysis. Ancona, societ italiana marketing.
Middleton, K. & Turnbull, S., 2021. How advertising got woke: The institutional role of advertising in the emergence of gender progressive market logics and practices. Marketing Theory, 21(4), pp. 561-578.
Mukherjee, S. & Althuizen, N., 2020. Brand activism: Does courting controversy help or hurt a brand?. International Journal of Research in Marketing, 37(4), pp. 772-788.
