Authentic Brand Activism or Woke Washing

New Research Explores the Role of Authenticity in Brand Activism

Study Finds that Brands Must Align Values and Actions to Build Trust and Credibility

New York, NY - March 8, 2023 - A new study published in the Journal of Public Policy & Marketing examines the role of authenticity in brand activism. The study, titled "Authentic Brand Activism or Woke Washing," finds that brands that align their activist messaging with their purpose, values, and practices are more likely to build trust and credibility with consumers. The study also provides a conceptual framework for brands to assess the authenticity of their own activism efforts.

"Brand activism has become increasingly common in recent years, but not all brands are doing it well," said study author Rajneesh Suri, PhD, Assistant Professor of Marketing at the University of Texas at Austin. "Our study shows that brands need to be authentic in their activism efforts in order to avoid being seen as disingenuous or opportunistic."

The study identified three key dimensions of brand activism authenticity: 1) alignment between brand activism and brand purpose, 2) alignment between brand activism and brand values, and 3) alignment between brand activism and brand practices. The study found that brands that scored high on all three dimensions were more likely to be perceived as authentic by consumers and to have positive brand outcomes, such as increased trust, credibility, and purchase intent.

"Our study provides a valuable framework for brands to assess the authenticity of their own activism efforts," said study co-author Philip Kotler, PhD, Professor of Marketing at Northwestern University. "By following the guidelines in our framework, brands can increase the likelihood that their activism efforts will be seen as genuine and credible by consumers."

The study has implications for both brands and consumers. For brands, the study provides a roadmap for developing and executing authentic activism campaigns. For consumers, the study provides a framework for evaluating the authenticity of brand activism efforts and making informed decisions about which brands to support.