The Woke phenomenon and its impact on communication and people insights

After reading a post by Francesco Oggiano, journalist at Will Media and curator of the Digital Journalism newsletter, on the meaning of the word" Woke", we were intrigued and wondered: how does the woke phenomenon manifest itself in communication, and what impact does it have on consumers?

To answer this question, we conducted a research study that allowed us to identify different types of woke communication and their impact on generational perceptions.

The different types of Woke communication

The term "woke" originated in the civil rights movement, indicating a heightened awareness of issues such as social injustice, inclusion, and minority rights.

Over time, however, the term has evolved and fragmented into different communication styles, some of which are polarising.

1. Anti-Woke – The opposite reaction to Woke, often used by brands and public figures who reject political correctness and prefer a provocative or conservative tone. Some common examples of this communication include:
   1. The strategic use of social media to criticise the "woke mind virus," presenting themselves as defenders of free speech and meritocracy, often in a provocative or defiant tone.
   2. The creation of deliberately "anti-woke" products or services, leveraging the sentiment of a segment of the public opposed to political correctness. Example: alternative social media platforms or chatbots designed to avoid inclusive language.

   3. Marketing strategies based on rejecting cancel culture, emphasizing a return to traditional values or "normalcy" to attract a more conservative audience or skeptics of woke activism.

       

2. Dark Woke – A more radical and militant form of activism that openly denounces injustices, often with aggressive and direct tones. Some examples of Dark Woke communication include:
   1. Boycotts and pressure campaigns → The use of social media to organize boycotts against brands or public figures perceived as not being inclusive enough or opposing woke values.
   2. Call-out culture and cancel culture → Publicly exposing companies, celebrities, or politicians accused of not meeting certain ethical or social standards, pushing for their "cancellation" by the public.
   3. Aggressive use of memes and viral language → Creating online content with a satirical or polemical tone to emphasize social justice issues, using provocative and sometimes divisive language.

   4. Constant opposition narrative → A tendency to refuse compromise, promoting a highly direct activism that often leaves no room for dialogue with those holding different views.

       

3. Washing Woke – A strategy adopted by companies and brands that appropriate woke themes to enhance their image without genuine commitment. Some examples of Washing Woke communication include:
   1. Temporary advertising campaigns → Adopting woke messaging only during specific events (e.g., Pride Month, International Women's Day) without implementing a real inclusive corporate policy.
   2. Targeted sponsorships without concrete actions → Financially supporting social causes without adopting practices aligned with the promoted values.
   3. Inclusive messages without transparency → Using woke slogans and narratives without demonstrating real impact or change within the company.

   4. Greenwashing operations with a woke twist → Associating the brand with environmental and social themes to improve its reputation without implementing truly sustainable practices.

       

4. Soft Woke – A more moderate and educational communication style that aims to raise awareness without being polarising. Some examples of Soft Woke communication include:
   1. Gradual awareness campaigns → Communications that introduce the public to woke themes in a subtle, non-imposing way.
   2. Empathetic and positive storytelling → Using narratives that highlight inclusion through examples of success and positive change.

   3. Inclusive messages without polarization → Adopting language and visuals that promote diversity without entering extreme ideological debates.

       

5. Ironic Woke – When woke language is used with irony or detachment, sometimes even to mock and critique excessive political correctness. Some examples of Ironic Woke communication include:
   1. Satire on social media → Using memes and videos to emphasize the extremes of the woke movement, often with ironic or sarcastic tones.
   2. Self-deprecating marketing → Brands that use irony to self-parody their woke campaigns, making them appear more authentic to the audience.

   3. Parodic communication campaigns → Using exaggerated messages to satirise or mock certain woke trends.

       

6. Engaged Woke – A committed but balanced approach to woke values, actively supporting social causes while fostering dialogue and inclusivity. Some examples of Engaged Woke communication include:
   1. Corporate activism with concrete actions → Companies that integrate diversity, equity, and inclusion into their core policies, rather than just in marketing campaigns.
   2. Educational advocacy → Individuals and organisations that promote woke values through discussion, education, and awareness rather than aggressive activism.
   3. Brand responsibility in social justice → Businesses that take a stand on key issues but remain open to discussion, without alienating opposing views.

These different communication styles not only influence the perception of a brand or message but also directly impact consumer habits and trust.

Purchasing impact of Woke

The woke culture influences how people relate to brands, shaping consumption choices based on values and ideologies. Here are some key effects supported by global data:

• Trust in brands → According to the Edelman Trust Barometer, 81% of consumers say that trust is a key factor in purchasing decisions, with 53% believing that every brand has a responsibility to engage in at least one social issue unrelated to its core business.
• Conscious purchasing choices → A McKinsey and NielsenIQ study found that products with environmental and social responsibility claims have seen an increase in sales, indicating consumer preference for sustainable products.
• Boycotts and digital activism → 55% of consumers want brands to use social media to connect with people who share similar ideas, while 36% seek communities to belong to, reflecting a growing trend of digital activism.
• Generational polarization → Younger generations, including Millennials and Gen Z, are more willing to pay extra for sustainable products, with 73% of Millennials willing to do so, compared to lower percentages among older generations.

InTribe Series: Generational Insights on Woke phenomenon.

The data we have collected highlights how the woke phenomenon influences the world of communication and consumer behaviour. In the next two articles, we will analyse how different generations respond to this phenomenon and how their relationship with consumption and brands is shaped by these trends.