As younger generations put greater emphasis on ethical consumerism one of the trends that is creating the largest splash in the public imagination involves developing a socially conscious brand identity. The trouble with woke advertising brands are taking a stance but the crafting of messages must involve people of colour.
Consumers want to understand why a brand cares about an issue and how.
Woke advertising campaigns. Gillette is not alone in commercialising a social political movement for profit. In the current political and environmental climate people are. With pride month just around the corner listerine is the latest in a series of brands who have attempted to appropriate social and political movements for commercial gain and seen it backfire.
Woke advertising has been a growing trend as brands are seeing the value in producing more authentic content as opposed to taking a hard sell approach. Woke advertising is the practice of using social issues as part of advertising and marketing campaigns. This could also feed into an illusion of how social change happens.
The term woke comes from being conscious of injustice in society. Likeagirl advertising campaign for always. While advertising campaigns have demonstrably helped rake in billions of pounds for big corporates there is no evidence any.
Learn more about gillettes marketing strategy and why woke advertising tactics are becoming so popular. Referred to by young consumers as woke advertising the branding promotes issues such as diversity and environmental conservation. Woke campaigns with channel 4 and hook research be real is the most important guideline for advertisers wanting to show their socially conscious side.
Parent company procter and gamble saw huge success with its likeagirl. You may have heard someone say this aloud or you may have seen it referenced on social media but what exactly does it mean. And woke campaigns can prove very successful especially to connect.
Put simply it means being aware of current affairs and things happening throughout the world that are unjust. Tanya hayles updated october 3 2018 danai gurira as okoye in black. Whether you loved it or hated it gillettes new ad certainly got people talking.