Research Shows That "Woke" Marketing Tactics Can Actually Hurt Your Brand

A New Study Finds That Consumers Are More Likely to Avoid Brands That Are Perceived as Being Too Politically Correct

In recent years, there has been a growing trend among businesses to adopt "woke" marketing tactics in an effort to appeal to socially conscious consumers. These tactics often involve taking a stand on social or political issues, or using language that is designed to be inclusive and respectful of all people.

However, a new study from the University of California, Berkeley has found that these tactics can actually backfire, leading to negative consequences for brands.

The Study

The study, which was published in the Journal of Marketing, surveyed over 1,000 consumers about their attitudes towards brands that use woke marketing tactics.

The results showed that consumers are more likely to avoid brands that are perceived as being too politically correct.

• 62% of consumers said that they are less likely to buy products from a brand that they perceive as being too woke.
• 57% of consumers said that they are more likely to buy products from a brand that they perceive as being neutral on social and political issues.

The study also found that woke marketing tactics can damage a brand's reputation.

• 49% of consumers said that they have a negative view of brands that use woke marketing tactics.
• 42% of consumers said that they are less likely to trust brands that use woke marketing tactics.

Why Do Woke Marketing Tactics Backfire?

There are several reasons why woke marketing tactics can backfire.

• They can alienate consumers who do not share the brand's political views. When a brand takes a stand on a social or political issue, it is essentially alienating consumers who do not share those views.
• They can come across as being insincere or opportunistic. Consumers are often skeptical of brands that use woke marketing tactics, believing that they are simply trying to cash in on the latest trend.
• They can damage the brand's reputation. When a brand takes a stand on a controversial issue, it can damage its reputation, leading to lost sales and negative publicity.

So, What Should Brands Do?

Brands should avoid using woke marketing tactics if they want to appeal to the broadest possible audience.

Instead, they should focus on creating marketing campaigns that are inclusive and respectful of all people, without taking a stand on controversial social or political issues.

By doing so, brands can avoid the negative consequences of woke marketing and build a positive reputation with consumers.