Have you noticed that ads just aren’t the same anymore?
Remember the good ol' days of catchy jingles, over-the-top product shots, and yes, even a weird amount of sex appeal for things like deodorant?
Well, times have changed.
Now, it’s like brands have gone “woke” and are all about saving the world—one overpriced pair of sneakers at a time. But are they really becoming socially conscious, or are they just slapping on a coat of "wokeness" to get you to open your wallet?
Let’s look at this “altruism” as a strategy — and why every brand seems to have suddenly grown a conscience.
Maybe this needs a name? Wanding? Wonding?
Quickly, before we dive in, let’s take little tour into the history of woke branding.
The term "woke" comes from African American Vernacular English (AAVE) and originally referred to being aware of social injustices.
But over time, big brands have appropriated the term like they do with most things, and now it’s the hot new trend in corporate America.
A perfect example of this shift is the rise of feminism in advertising. Once people started openly embracing feminism, brands jumped on it like it was the latest TikTok trend.
Suddenly, commercials were full of empowered women breaking stereotypes, all while selling us everything from razors to snack bars. The question is: Were these ads really empowering, or was it just another way to capitalise on the feminist movement
There’s no denying that woke branding works—at least when done well. Newer brands that genuinely align with social causes are building loyal followings because, for the most part, they’re actually walking the walk. But then the big corporate behemoths took notice. And if there’s one thing giant corporations hate, it’s missing out on a trend that’s making someone else money.
So what did they do? They decided to join the woke party, only their moves feel a bit more... calculated. Now, brands are using social consciousness as their marketing strategy, not because they care, but because they know it sells.
Take Nike, for example. For years, Nike has been criticized for, you know, using sweatshops to make their products.
Then they hit us with that famous Colin Kaepernick ad—cue the cheers and jeers. Some loved it, others hated it, and some were so mad they literally set their Nikes on fire (because nothing says protest like burning the stuff you already paid for). Nike’s sales soared, but was it because they took a stand for racial justice, or because they knew controversy sells?
And Nike isn’t alone. Remember Keurig? They pulled their ads from a controversial TV show, sparking coffee maker smashing parties across America. What’s a Keurig done to you, bro? It’s wild to think a coffee machine can become a symbol of political division, but hey, it’s 2024 and anything’s possible
Let’s be real—when big brands start getting all woke on us, it’s usually less about principles and more about profits. These companies see dollar signs in activism, and they’re riding the wave as long as it’s profitable.
Even booze brands are getting in on the action. Absolut has been doing the socially conscious thing for a while now, but when Bud Light and Jack Daniel’s started talking about diversity and inclusion, people were like, "Wait, *you* guys too?" It’s like your grandpa showing up to a protest because it’s trending on Twitter.
And then there’s Carhartt. When they spoke out about COVID vaccinations, Gen Z fashionistas were shook. But despite the outrage, they ended up making millions more to expand their operations. So, does outrage really hurt these brands, or is it just free advertising?
Kellogg’s even tried their hand at it by releasing a limited-edition “Together With Pride” cereal, which sparked fury among some, but guess what? They ended up making billions. Who knew that rainbow-colored cereal could be so divisive? Turns out, getting woke isn’t making these brands go broke—it’s actually making them richer.
At this point, it’s hard to tell who’s genuine and who’s just along for the ride. Some brands, like Patagonia, are actually committed to making a difference. They’ve been fighting to protect the environment long before it was cool, and people respect them for it.
Ben & Jerry’s is another brand that’s consistently advocated for social justice, from climate change to fair trade. But can these companies actually change the world, or are they just the exceptions in a sea of corporate phonies?
Then you have brands like TOMS, which introduced the “One for One” model—buy a pair of shoes, and they’ll donate a pair to someone in need. It’s heartwarming and effective, but as these companies get bigger, will they stay true to their mission, or will the capitalist machine chew them up and spit them out?
The truth is, woke branding is complicated. Sure, companies are cashing in on social causes, but sometimes that means those causes get more attention and resources. It’s a double-edged sword.
As consumers, we have the power to hold brands accountable—but we also need to be savvy. When you see a brand promoting social awareness, ask yourself: Are they really about that life, or are they just trying to look good for the 'gram?
At the end of the day, woke branding isn’t going anywhere, and for better or worse, it’s making companies more profitable than ever.
But as conscious capitalism evolves, we have to make sure that brands aren’t just using activism as a shiny marketing gimmick. If they want our support, they need to do more than just talk the talk—they’ve got to walk the walk.
In the meantime, we’ll keep our eyes peeled and our wallets (mostly) closed.
