Wokewashing: When companies only make charitable efforts to get good PR for their brands
By Kim Sheehan, Professor of Journalism and Communication and Director of the Master’s Program in Brand Responsibility, University of Oregon More consumers want companies to address societal problems, including climate change and crumbling infrastructure. Additionally, more than half want to buy from brands that take stands on social issues. At the same time, consumers are increasingly skeptical about these partnerships, seeing them as marketing stunts. It’s called wokewashing. In marketing terms, allies are members of a dominant social group that bring attention to important social issues. A company can serve as an ally when it works to increase awareness...
Read More