The Good, The Bad and The Ugly of “Wokewashing”

Is your company committed to a cause, or are you jumping on the latest bandwagon? When your marketing misaligns with an issue, it’s woke washing and consumers know it (especially Gen Z)!

Yet, marketers are caught between customers who expect them to embed values in the brand and jumping into an issue where they have no authority. Using case studies of what works (Ben & Jerry’s; Steak Ums) and what doesn’t (Disney and “don’t say gay”; the Pepsi/Kendal Jenner commercial), this talk will provide strategies for aligning mission with marketing, helping you to make a difference rather than merely virtue signaling. The bottom line: when you are clear about what issues to take on and make them part of our corporate DNA, you no longer have to jump into the fray.