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woke marketing

The word "woke", a slang term used originally by African Americans for "awake", made its breakthrough during the Black Lives Matter movement in the United States back in 2013, and representing the concept of "social awareness". The term is broadly used to describe anyone who is active and up-to-date with social and political issues. This can be conducted through social networks, all the way to influencing civil rights laws. “Stay woke” is a term of caution meaning “stay sharp and be careful - watch out for injustice”. "Woke marketing" is the name of the approach used for a ##1.21## ##1.22## to manage its commercial activities in tune with this social trend.
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The management concept of ##11.81## ##11.82## social responsibility and its derivation of "Cause Marketing" refers to marketing programs by for-profit brands based around a social or charitable cause (see triple bottom line). Such social change activities became popular among larger corporations due to social responsibility legislation. Despite the more authentic socially-related activities run by [0.3]s within their intimates and communities, the impression of the general public is that certain brands do not actually practice what they officially preach. This is called greenwashing.

This is why the criticizing approach of “Woke washing” came about. "Woke washing" means running over ethical values under the guide of marketing communication just to gain points for being, apparently, socially awake ("woke"). "Woke washing" promotes the unveiling of the real ##1.21## ##1.22## intentions behind social marketing messages, which are often about increasing its own profits.

Finally, the constructive concept of "Woke marketing" means that any ##1.21## ##1.22## should be committed to social change by communicating to their targeted audience a genuine, win-win message: "Stay sharp and support authentic brands and ##0.3##s that prove a clear moral purpose".

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