Woke advertising: its impact on brands and consumers

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moumitaakter4407
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Woke advertising: its impact on brands and consumers

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For brands that prefer not to wait for a controversy to occur, a wide range of digital marketing tools are offering filtering measures so brands can say where they do and don’t want their ads to appear. For example, Google Ads allows you to exclude specific websites, apps, and videos, or general categories from ad placements. Today’s technology gives brands the opportunity to position themselves ahead of the curve by vocalizing their stance on issues early on and ensuring they aren’t called out later.

Woke marketing is today one of the many peru mobile database manifestations of this demand made on companies: greater social responsibility.

Woke advertising: its impact on brands and consumers
Even when the ad is made with the best of intentions, “socially conscious” advertising (or woke advertising) is not without its problems. Alan Jope, Unilever’s chief executive, has criticised companies that use the language and imagery of serious causes to boost sales, without backing up this rhetoric with concrete action. Speaking at a conference in Cannes, Jope said brands that don’t practice what they preach could “further destroy trust in our industry, when it is already in short supply”. He added: “Cause-led brand communications is not just about ‘make them cry, make them buy’. It’s about action in the world.”

Dan Cullen-Shute, chief executive of agency Creature London, also weighed in, saying: “It’s possible to believe that the #MeToo movement is hugely important and at the same time that it’s not Gillette’s place to lecture on it.” Moreover, woke advertising is often criticised for “trivialising” important causes. Author Nosheen Iqbal notes that “the commodification of feminism has been a trend in the advertising industry for at least five years. Brands have insisted that women feel ‘empowered’ by things like their shampoo (Pantene), their wipes (Always), their moisturisers (Dove) and even their electricity bills (EDF).”
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