- Consumers want to support brands with a genuine sense of purpose and positive impact.
- Woke-washing occurs when brands make insincere statements or actions to appear socially responsible without making meaningful changes.
- Woke-washing can damage trust and credibility and harm the causes brands claim to support.
- Brands should align their purpose with genuine actions to build trust and avoid backlash.
- Brands must understand their values, communicate their purpose clearly, and take tangible steps to support them.
- Transparency, honesty, and accountability are essential for building trust and credibility.
- Remember, building a genuine sense of purpose takes time and consistency.