Going Woke: The Business Case for Embracing Socially Conscious Public Relations
How to research, align, and respond when your business wants to engage in socially conscious marketing
Introduction
"Woke marketing" or socially conscious marketing refers to a strategy where companies align themselves with causes that are socially or politically charged, aiming to strike a chord with consumers who share similar values.
The term "woke" has its roots in African American Vernacular English (AAVE), and it signifies an awareness of social injustices and systemic inequities, particularly around racial and social issues.
In the context of marketing and public relations, "woke" implies that a company is not just commercially driven, but also conscious of its role in society and is willing to take a stand on significant issues.
It's a way for brands to connect on a deeper level with their audience and foster a sense of community around shared values.
But wading into socially conscious waters invites critical challenges to your PR and marketing efforts.
Therefore, it's important to understand the case for socially conscious marketing, why research is important, how it should align with your company's values, and how to combat potential backlash.
The Business Case for Going Woke
Woke or socially conscious marketing is no longer an optional strategy, but an essential aspect of public relations in America's societal climate.
Consumers and stakeholders are more informed, demanding authenticity and expecting brands to be socially responsible. This paradigm shift has left companies with the need to show commitment to social causes, beyond their commercial interests.
“When a company aligns with societal causes genuinely and appropriately, it can cultivate a positive image that resonates deeply with their customers.”
Socially conscious marketing, when done correctly, can enhance a company's image, build trust, and forge stronger connections with consumers. However, a poorly executed or insincere campaign can lead to public backlash, tarnishing your reputation.
Thus, it's crucial for businesses to genuinely align themselves with causes they believe in, maintaining transparency and integrity in their marketing.
Socially conscious marketing has the potential to significantly contribute to a company's public relations strategy. When a company aligns with societal causes genuinely and appropriately, it can cultivate a positive image that resonates deeply with their customers.
By demonstrating a commitment to societal issues, they can foster a sense of trust and loyalty among their stakeholders, which can translate into enhanced customer retention and increased referrals. Additionally, the public narrative surrounding your company can become more favorable, leading to positive media coverage.
This engagement in socially conscious marketing can elevate your company's reputation, setting it apart from its competitors, and making it more appealing to the socially aware consumer or stakeholder.
Successful and Unsuccessful Examples of Woke Marketing
One of the most successful examples of woke marketing is from Nike, with their 2018 "Just Do It" campaign featuring Colin Kaepernick, the former NFL player known for kneeling during the National Anthem in protest of racial injustice.
Despite the controversy and boycott threats, Nike, confident in their understanding of their core demographic, chose to align themselves with Kaepernick's protest against racial inequality.
The campaign's tagline, "Believe in something, even if it means sacrificing everything," reflected the company's commitment to this cause.
The result was a significant increase in sales and affirmation of their values. This campaign demonstrated a genuine alignment between brand values and pressing social issues, which is the essence of effective socially conscience marketing.
On the contrary, not all attempts at socially conscious are successful.
A notable example of a campaign going awry is Pepsi's 2017 commercial featuring Kendall Jenner. The advertisement depicted a protest scene, seemingly inspired by the Black Lives Matter movement, where Jenner diffuses the tension by handing a Pepsi can to a police officer.
The commercial was immediately met with widespread criticism.
Pepsi Ad (Source: Screengrab)
Critics argued that the ad trivialized the seriousness of the movement's protests against racial inequality and police brutality or were motivated by profit.
The ad seemed tone-deaf, attempting to capitalize on a deeply sensitive and contentious issue without demonstrating a genuine understanding or commitment to the cause. Pepsi's campaign failed because it lacked authenticity.
This misstep illustrates the potential pitfalls of socially conscious marketing. It underscores the importance for brands to carefully consider the social causes they align themselves with, ensuring a deep understanding and authentic commitment to the cause, rather than using it as a superficial marketing strategy.
Pepsi ended up pulling the ad and issuing an apology, but the damage to their brand reputation was already done.
Both campaigns used popular influencers to galvanize consumers towards a cause with mixed results. Your business may not be in a position to feature an influencer in socially conscious marketing, which is fine.
Our belief at Evocati PR is that values-based marketing through authentic storytelling is far more preferable and may avoid potential fallout from investing in an influencer.
Companies need to understand that dabbling in socially conscience marketing is a double-edged sword. If not handled with care, it can do more harm than good. To avoid getting cut, start by doing your research.
Research Before You Go Woke
Research plays an invaluable role in shaping effective socially conscious marketing strategies. It aids companies in understanding the political and societal landscape, the sentiments and values of their target audience, and the potential implications of aligning with particular social causes.
Through diligent research, you can ensure the authenticity and relevance of your campaigns, which is critical given the discerning nature of today's consumers.
This authenticity, backed by solid research, can significantly enhance public relations by fostering trust and positive engagements with your company.
A well-researched strategy can help you navigate the nuances of socially responsible marketing, leading to stronger connections with your audience, increased brand visibility, and improved reputation management.
Proper market research starts by identifying and understanding your audience's values, demographics, and preferences through surveys, social media analytics, and focus groups.
While your leadership team may be eager to take a stand on an issue, seek feedback from your customers and stakeholders first on the societal issues they value most before taking action.
Next, keep a keen eye on societal trends and current issues in the public discourse. Remember that your campaign should be timely and relevant.
Utilize tools like Google Trends and social listening platforms to stay updated. Third, analyze your competitors’ strategies to understand what works and what doesn't in your industry. Look at successful and unsuccessful campaigns and learn from them.
Lastly, test your campaign's potential impact through small-scale rollouts, soft launches, or A/B testing before the full launch. This will allow you to gauge audience response and make necessary adjustments, ensuring your campaign is well-received and effective.
Communicating Wokeness with Your Audiences
The tone of your socially conscious marketing should mirror the gravity and sincerity of the social causes they represent.
For example, at Evocati PR our team has a history of serving with members of the military who identify as LGBTQ+. Therefore, we make a point to celebrate Pride Month every June in solidarity with their contributions to our nation's Armed Forces and society at-large.
It's critical to strike a balance between being informative and emotive, but never losing sight of the respect and sensitivity these issues warrant.
#Pride (Source: Squarespace)
Clarity and transparency in your messaging become paramount in such a scenario, as consumers can easily identify and dismiss insensibility.
Make it abundantly clear what cause you are supporting, why you are supporting it, and how you plan to enact real, tangible change.
Leveraging the right platforms effectively is key to a successful socially conscious campaign. Social media and other platforms serve as effective conduits for these messages, allowing for direct and wide-scale communication with your audience.
However, it's crucial to recognize each platform's unique dynamics and adapt your message accordingly. For instance, while Instagram might be ideal for visually compelling narratives, Twitter might be more suited for dialogue and debate.
Another strategy to consider in socially conscious marketing is for your company to donate to a cause or organization associated with it.
This approach shows your target audience that you are committed to enacting real change and supports the cause financially, thus putting your profit to work with a cause your company supports. It can also be used as a tool for brand promotion, signaling that your company is investing in a cause that aligns with its values.
Authenticity in Woke Marketing
“This commitment should be evident in the company’s practices, policies, and culture. For example, consider the policies you have in place to support LGBTQ+ members of your community or employees.”
Authenticity stands at the core of socially conscious marketing. It's not enough for a company to merely voice support for a social cause; it must demonstrate a genuine commitment through its actions.
This commitment should be evident in the company's practices, policies, and culture. For example, consider the policies you have in place to support LGBTQ+ members of your community or employees.
If a brand's marketing message doesn't align with its actions, consumers will perceive it as insincere, leading to skepticism and mistrust. Such perceived insincerity can be detrimental to a brand's reputation and could potentially negate the benefits of socially conscious marketing.
To avoid this pitfall, your company must ensure that socially conscious marketing campaigns are a true reflection of your values and beliefs.
This means the company’s actions, both internally and externally, should exemplify the cause they are advocating for. Furthermore, it involves being transparent and accountable, openly admitting when they fall short and showing concrete steps taken towards improvement.
Ultimately, authenticity requires a deep, ongoing commitment to the social issues your brand chooses to champion.
Cultural Sensitivity in Woke Marketing
Cultural sensitivity forms a critical cornerstone of socially conscious marketing, demanding an understanding and respect for diverse perspectives and experiences.
A culturally sensitive marketing campaign acknowledges the multifaceted nature of its audience, avoiding stereotypes, and offensive content that can alienate or disrespect certain groups.
It's about recognizing individual identities and experiences within the broader societal context, ensuring that marketing messages are inclusive and representative. Inclusive language and imagery play a crucial role.
(Source Squarespace)
Thoughtfully chosen words and visuals serve to honor diversity, foster inclusivity, and avoid unintentional harm. They should reflect the varied identities of the audience, celebrating differences rather than erasing or ignoring them.
Inclusive language and imagery have the power to make a brand's audience feel seen, respected, and valued. Thus, cultural sensitivity in socially conscious involves not only a keen awareness of diverse cultures, but also a deep-seated commitment to inclusivity captured in every word and image.
Admittedly, this is something we struggle to maintain at Evocati PR—we try to ensure the images and words we use are inclusive but sometimes fail to do so. Each failure provides a learning opportunity to do better.
Aligning Woke Marketing with Your Business Values
Aligning socially conscious marketing strategies with your company's mission and values is essential to ensuring consistency and authenticity.
This alignment begins with a thorough assessment of your company's core values, mission statement, and objectives, to determine how they intersect with the social causes being advocated for.
Your company's marketing messages must echo these values, proving to the audience that the campaign is more than a publicity stunt—it's a reflection of what your company truly stands for.
Alignment is reinforced through actions—whether it's the implementation of sustainable practices, community outreach, or inclusive hiring policies—that tangibly exhibit your company's commitment to its declared values.
Socially conscious marketing that aligns with business values can significantly boost a brand's reputation, public trust, and customer loyalty.
Consumers increasingly appreciate companies that are values-driven, often demonstrating their support through their buying power. Thus, value-based marketing is not just ethically right, it's also a shrewd business move.
Potential Backlash and How to Handle It
Socially conscious marketing, despite its merits, is often met with skepticism and criticism.
Detractors argue that it can come off as opportunistic, leveraging serious social issues for commercial gain. Others question its sincerity, viewing it as a superficial effort that lacks genuine commitment or doesn't belong in the public square.
(Source: Squarespace)
Consumers may react depending on the lens they use to interact with the world—more often through a political or religious lens.
"Get Woke, Go Broke," is a common rejoinder to socially conscious marketing campaigns. Although the veracity of that claim is somewhat in doubt.
Some may feel their deeply held religious beliefs challenged by your marketing thus eliciting a reaction. Political identity strongly shapes consumer engagement in America and may overlap with personal beliefs.
"...conservatives choose to differentiate themselves by buying things that signal they are better than others, such as luxury items and expensive brands."
"...when liberals are presented with an opportunity to stand out in the marketplace, they choose products that are unique and different, perhaps in color or design."
Your business should consider how best to integrate socially conscious marketing based on the product or service that appeals to your conservative and/or liberal consumers. Failure to account for these potential reactions may invite criticism.
To manage these criticisms, businesses must maintain openness and transparency, making their intentions and actions clear to the public.
It's important to stress in your response how socially conscious marketing aligns with the values-based lens used to represent your brand to the world.
This involves openly addressing the criticism, explaining their motivations behind the campaign, and showcasing your ongoing commitment to the cause beyond the marketing campaign. Actively participating in public discussions and inviting critics into a constructive dialogue can greatly help to diffuse skepticism.
However, this should not be construed as an invitation to wholesale change your company's values thus leading consumers to view your brand as even less authentic in its marketing.
An open dialogue allows critics to voice their concerns, while also providing your company an opportunity to clarify its stance and intentions. It illustrates the brand's willingness to listen, learn, and grow, which can foster trust and understanding among its critics and wider audience.
Key Takeaways
This was a longform article given the scope and complexity of the topic. Here are the key takeaways to remember when considering socially conscious marketing and public relations.
Socially conscious marketing is no longer optional but essential in today's societal climate. Consumers demand authenticity and expect brands to be socially responsible.
Research plays a crucial role in shaping socially conscious marketing strategies. By understanding the political and societal landscape, target audience sentiments, and potential implications of aligning with social causes, companies can ensure authenticity and relevance in their campaigns.
It’s crucial to match the gravity and sincerity of the social causes being represented. Clarity, transparency, and respect are paramount. Effective messaging, platform selection, and supporting causes through donations are key strategies to enact real change and promote brand values.
Cultural sensitivity is a vital aspect of socially conscious marketing, emphasizing the need for understanding and respecting diverse perspectives. It requires avoiding stereotypes and offensive content, while acknowledging individual identities within a broader societal context.
Aligning socially conscious marketing strategies with your company's mission and values is crucial for consistency and authenticity. It involves assessing core values, mission statement, and objectives, and aligning them with relevant social causes.
Socially conscious marketing is often met with skepticism and criticism, as some view it as opportunistic or insincere. Consumer reactions can vary based on their political or religious beliefs. Businesses should carefully integrate socially conscious marketing to appeal to both conservative and liberal consumers, addressing potential criticisms with transparency and showcasing ongoing commitment beyond marketing campaigns.
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