Is ‘Woke-Free’ Branding/Advertising a Wise Move for Your Business? Exploring the Risks
In a climate where the political spectrum seems to extend to every facet of life, brands find themselves caught up in the vibrant tapestry of socio-political ideologies. The plot has thickened in recent times, with some brands boldly stepping away from what they perceive as a ‘liberal agenda’, choosing instead to anchor themselves in the seemingly placid waters of ‘woke-free’ marketing. As they sail these waters, however, one can’t help but wonder if this is a voyage to uncharted success or an ill-advised adventure that could lead them into a maelstrom.
The pendulum of corporate America has always swung between profit and social responsibility. This delicate dance has been fairly formulaic: avoid the murky waters of political discourse to keep the consumer boat steady. But with the dawn of a hyper-politicised era, some companies have decided to break the mould. For example, Unitus, a clothing brand that grew out of the ethos of popular NBA player Jonathan Isaac, leans heavily on the trinity of ‘faith, family and freedom’. Unitus, like others in its league, sees a market in catering to those disillusioned by what they see as mainstream brands’ relentless push towards progressive ideologies.
