Beware of inauthentic purposes – Woke Washing

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“Woke Washing” is the term given to brand campaigns that seek to take advantage of the momentum of a topic of interest to people, without taking real action or without direct relevance to their value proposition.

A clear example of this is Burger King’s #FeelYourWay campaign in the US, which tried to give visibility to the issue of mental health to end its stigma, but received strong criticism due to the lack of connection with its product proposal or brand universe. A clear example of how even with the best intentions the consumer sees through the transparency of the message.

Steps to find your purpose
Where to start then?
Some questions you can ask your brand team to get the indonesia whatsapp number database conversation started:

What in my business can be improved to positively impact people's lives?
What tensions are there in my consumer's life that may be related to my business activity?
What movements or causes are related to my organization's values?
What resources do I have or will I need to carry it out and reach people?
How do I measure the impact I might have?
In conclusion
Marketing with a purpose can generate a lot of value for brands, but not in the short term. A single campaign is not enough; it is a transformative work from the inside out that requires constant connection of efforts and synergies. The result can have an impact beyond the business, it can leave a mark on the culture and create platforms that change the lives of millions.