Woke marketing, a term stemming from the social justice movement, refers to the practice of brands aligning their advertising and promotional strategies with progressive social and political issues. This trend aims to showcase a brand’s commitment to inclusivity, diversity, gender equality, environmental sustainability, and other pertinent societal concerns. By doing so, companies seek to resonate with socially conscious consumers and demonstrate a sense of responsibility beyond their products or services.
However, the reception of woke marketing in India has been a mixed bag. While some applaud brands for using their influence to address relevant social issues and encourage positive change, others remain skeptical about the authenticity of such campaigns.
Critics argue that woke marketing can sometimes be perceived as opportunistic, as brands attempt to capitalize on trending topics without genuinely embedding these values into their business practices. In this article we will discuss how striking a balance between genuine advocacy and performative gestures remains a challenge for brands, especially given the diverse and complex socio-cultural landscape of India.
The Rise of Brand Activism
India has witnessed a remarkable surge in the growth of brand activism. This trend reflects a dynamic shift in consumer expectations, as individuals are increasingly seeking alignment between their values and the brands they choose to engage with. Indian consumers are no longer passive observers; they are conscious, vocal, and empowered, demanding that brands take a stand on pressing social and environmental issues. From gender equality and environmental sustainability to inclusivity and social justice, brands are recognizing the need to step beyond their conventional roles as profit generators and become advocates for positive change.
According to a Havas Report, more than 60% of consumers in India care about the social impact of products, and the effect of the product on society and would like their favorite brands to play a much larger role in society.
This rise of brand activism in India is a testament to the country’s evolving socio-cultural landscape and the growing desire for authentic, purpose-driven connections with the brands that not only offer products and services but also champion meaningful causes. As consumers continue to support brands that are actively contributing to the betterment of society, brand activism is proving to be not only a growth strategy but also a moral imperative for businesses in India.
Brands Shifting from USP to ESP
Imagine your brand as a superhero in a bustling city of products and services. Now, what makes your superhero stand out from the crowd? That’s your USP, your “Unique Selling Point”! It’s like Spider-Man’s ability to swing from skyscrapers or Iron Man’s fancy suit – something that only your brand has. It’s what makes people say, “Whoa, I want that!” So, whether it’s your super-delicious secret recipe or your ultra-speedy delivery, your USP is the special twist that makes your brand unforgettable in the comic book of life.
Now, picture your brand as a magical journey, taking people on an adventure full of feelings. That’s where your “Emotional Selling Point” or ESP comes in – it’s like the secret ingredient that stirs up emotions in your customers’ hearts.
Think of it as the cozy feeling of your favorite blanket on a chilly day or the excitement of opening a treasure chest. Your ESP is what makes people say, “This brand gets me!” So, whether it’s making them feel loved, inspired, or super-happy, your brand’s ESP is the enchanting spell that turns regular shoppers into loyal fans. It’s like adding a sprinkle of fairy dust to your brand’s story!
Example of Brand ESP
Whisper #KeepGirlsInSchool Movement
The Whisper #KeepGirlsInSchool movement in India is an impactful initiative aimed at breaking down barriers that prevent girls from attending school during their menstrual periods. Menstruation-related stigma and lack of proper facilities often lead to absenteeism among young girls, affecting their education and overall well-being.
Through the #KeepGirlsInSchool campaign, Whisper, a well-known feminine hygiene brand, strives to address this issue by promoting menstrual hygiene awareness, providing access to quality sanitary products, and advocating for improved facilities in schools. The campaign encourages open conversations around menstruation, challenging societal taboos, and empowering girls to pursue education without disruption.
Whisper collaborates with schools, NGOs, and local communities to create a comprehensive support system. The initiative includes distributing free sanitary pads, conducting educational workshops, and raising awareness about the importance of consistent attendance and education for girls.
By focusing on keeping girls in school during their periods, the movement not only contributes to girls’ education but also fosters a sense of dignity, confidence, and equality. It sheds light on the critical intersection of menstrual health and education, striving to create a positive and lasting impact on the lives of young girls across India.
Ashok Leyland #DriveEquity
The Ashok Leyland #DriveEquity campaign is a notable initiative that aims to promote diversity and inclusivity in the automotive industry, particularly in the context of truck drivers. It seeks to challenge stereotypes and traditional gender roles by encouraging and supporting women to join the profession of truck driving.
This campaign highlights the stories of women who have defied conventions and pursued careers as truck drivers. It aims to shatter gender barriers, combat social biases, and inspire more women to consider non-traditional roles in the transport sector. By showcasing real-life success stories of women truck drivers, Ashok Leyland seeks to change perceptions and pave the way for a more equitable and inclusive industry.
Aligned with the “Embrace Equity” theme, Ashok Leyland has unveiled a plan to train 100 women drivers for commercial vehicles in Delhi. This announcement coincides with International Women’s Day, a day dedicated to offering women equal opportunities and nurturing their aspirations.
Ashok Leyland extends an invitation to 100 women in Delhi, inviting them to undergo training in driving commercial vehicles at the company’s Driver Training Institute.
‘Woke’ Marketing Impacting Consumer Behaviour
The online world has a remarkable memory. Consider the Haywards 5000 advertisement from 2008 that recently became a topic of conversation on social media. The advertisement faced criticism for its “misogynistic outburst,” featuring actor Sanjay Dutt belittling men who opt for “feminine” choices. Numerous users on social media referred to the ad as an example of “harmful masculinity,” characterizing it as toxic.
As woke culture continues to develop, particularly in the digital realm, brands find themselves without any means of escape. Modern consumers are deeply curious, seeking information about various aspects, such as the ethical methods employed in ingredient sourcing, the environmental impact of specific industries, and even a company’s stance on diverse genders.
90% of purchasing choices are done unconsciously, and 89 per cent of customers have no personal connection to the companies they purchase. This implies that attempting to develop an emotional connection is a great way to set your company apart from its competitors.
The Gen Z Report 2022 by Havas Group India mentions that 70% of Gen Z are more likely to consider making a purchase from a company that supports social and environmental topics they are passionate about.
Another study by Edelman states that around the world, 64% of consumers will either buy from or boycott a brand based purely on its stance on a social or political issue.
In a 2017 Pepsi commercial, Kendall Jenner was depicted as part of a protest crowd. Oddly, the ad lacked clarity about the cause of the protest and the authenticity of the demonstrators. Amidst a festive atmosphere of dancing and celebration, Jenner hands a Pepsi can to a police officer, seemingly resolving whatever conflict was unfolding. The ad concludes with the tagline ‘Live bolder, live louder, live for now.’
The advertisement seized on the backdrop of protests against police brutality, portraying activism as an enjoyable pastime rather than a serious pursuit of change. However, upon release, the ad faced substantial backlash, with many accusing it of wokewashing. It was swiftly pulled within 48 hours of its launch. Despite this, a YouGov study revealed that it took Pepsi around 9 months to reconstruct its brand perception among millennials and Generation Z, indicating the lasting impact of the controversy.
Woke Bravery vs Woke Washing
“Woke Bravery” and “Woke Washing” represent two distinct approaches that brands adopt when it comes to social and ethical issues.
Woke Bravery: “Woke Bravery” refers to genuine and meaningful actions taken by brands to address societal challenges and advocate for positive change. Brands practicing woke bravery are committed to aligning their values with actions that make a tangible impact. They engage with social issues transparently, invest in sustainable practices, and actively contribute to causes that resonate with their mission.
This approach requires dedication, consistency, and a willingness to adapt as social consciousness evolves. Brands that genuinely practice woke bravery build trust and loyalty among consumers who value authenticity and impactful change.
Woke Washing: “Woke Washing,” on the other hand, refers to insincere or superficial attempts by brands to appear socially conscious without actually enacting substantial change. It involves using trendy social or ethical issues as marketing tactics, often to distract from other less admirable aspects of the brand’s practices.
Woke washing can be seen as opportunistic and inauthentic, as it capitalizes on public sentiment without a genuine commitment to the cause. Brands that engage in woke washing risk backlash and damage to their reputation when consumers perceive their efforts as empty gestures or greenwashing.
In summary, “Woke Bravery” entails genuine efforts by brands to create positive change and address societal issues, fostering trust and loyalty. “Woke Washing,” on the other hand, involves superficial actions that can backfire by eroding consumer trust due to perceived insincerity. In a world where consumers are increasingly attuned to corporate social responsibility, brands must carefully navigate their approach to social and ethical issues to avoid being labeled as mere opportunists.
Jaago Re by TATA Tea an epitome of Woke Bravery
The initial Jaago Re advertisement had a clear objective: to rouse the audience’s awareness about the importance of voting. In the ad, a young boy confronted an election candidate, questioning their qualifications and underscoring the fact that the candidate was essentially seeking a job – the job of leading the nation.
This 45-second commercial immediately struck a chord with viewers. However, what set it apart? While other ads had also struck emotional chords, a game-changer emerged: jaagore.com. This website facilitated the youth in obtaining voter IDs, registering as voters, and locating nearby polling stations. With the ambitious goal of registering one billion votes, the brand collaborated with Janaagraha, an impartial organization, to drive this initiative forward.
#StopTheBeautyTest by Dove a classic example of Woke Washing
Dove’s ‘Stop The Beauty Test’ initiative aimed to challenge society’s traditional beauty norms head-on. However, critics contend that the campaign may have been strategically tapping into the growing body positivity and self-love movement without making substantial strides towards actual change.
Experts are of the opinion that, Dove’s parent company, Unilever, still supports other brands like ‘Glow & Lovely’ that uphold unrealistic beauty ideals, raising doubts about the sincerity of their commitment. Some argue that the campaign inadvertently reinforces the idea that women need validation from external sources, like a corporation, rather than nurturing genuine self-acceptance and love. This campaign stands as a classic example of the delicate balance between authentically advocating for social change and potentially leveraging societal issues for commercial gains.
Is Woke-ism Becoming a Go-to Strategy for Brands?
While woke marketing is definitely helping brands reach out to the next generation of consumers and creating loyal evangelists. But several advertisement campaigns have proved that being woke won’t always work, a prime example of this is Tanishq #Ekatvam campaign.
Over the years, there has been a radical shift in the Tanishq’s marketing focus – moving from the product and service and veering towards creating courageous conversations on issues of remarriage and standing up for gay rights.
Titan, which owns the brand Tanishq saw its share price fall 2.58 % the day after #BoycottTanishq trended on social media.
Wokeism vs Controversy
Have you considered how trolls often unintentionally give more attention to woke brands than planned? Negative publicity still counts as publicity. Does this mean that brands intentionally create controversy just for the sake of it? Well, yes, some wouldn’t hesitate to ignite a ‘woke’ debate, exploiting our emotions to get noticed.
As a result, the genuine essence of purpose-driven marketing can be overshadowed. That’s why hitching a marketing strategy solely to a social movement or cause can be risky – particularly if the intention is merely to seem trendy or edgy. Such an approach can backfire and damage a brand’s reputation faster than anticipated.
It’s becoming quite clear that brands are highly engaging with social topics to create a Gen Z audience base. However, several cases also show how forced activism can backfire, young consumers are extremely sensitive to social awareness and are smart enough to make individualistic buying decisions. In such a scenario, brands should make sure that they choose their cause wisely and also act upon it.
When Does Brand Activism Become a Force Fit?
Brand activism becomes a force fit when it involves a brand attempting to align itself with a social or political cause in a way that feels inauthentic, insincere, or disconnected from its core values and offerings. This occurs when the brand’s involvement in the cause seems more like a marketing strategy to capitalize on current trends rather than a genuine commitment to making a positive impact. Force-fit brand activism often results in backlash from consumers and the wider public, as it can be seen as exploitative and opportunistic.
Several signs indicate when brand activism has become a force fit:
- Lack of Alignment: When the cause being advocated for doesn’t naturally align with the brand’s identity, products, or services, it can come across as forced and insincere.
- Superficial Engagement: Brands that engage in shallow or one-off campaigns without demonstrating a deeper, sustained commitment to the cause can be perceived as using activism as a mere marketing tactic.
- Empty Gestures: When brands only make symbolic gestures, such as changing logos temporarily or using trending hashtags, without taking meaningful actions or allocating resources to support the cause, it can be seen as performative.
- Ignoring Internal Practices: If a brand’s internal practices and policies contradict the values they are advocating externally, it can lead to accusations of hypocrisy and a force-fit attempt at brand activism.
- Cultural Insensitivity: Failing to understand or respect the cultural nuances and sensitivities related to a particular issue can result in a brand appearing insensitive and out of touch.
- Negative Consumer Response: Backlash from consumers, social media backlash, and criticism from activists can indicate that the brand’s attempt at activism is not resonating well and might be a force fit.
- Lack of Transparency: When there’s a lack of transparency about how a brand is contributing to the cause or how much of its profits are actually going toward it, it raises suspicions about its intentions.
To avoid brand activism becoming a force fit, brands should ensure that their advocacy efforts are deeply rooted in their values, are aligned with their products and services, and involve genuine, ongoing actions rather than just symbolic gestures. Authenticity, transparency, and a long-term commitment to creating positive change are essential to successful and meaningful brand activism.
The Media Ant
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