When advertisements, branding and social media campaigns are applied in the contemporary global market, most companies employ visual representation to indicate cultural identity and ensure diversity. To demonstrate that they are inclusive and socially inclined, companies tend to feature images of other ethnicities, gender, and cultures. Though such a strategy may assist the brands to reach consumers, it carries a major risk of backlash in case the audiences view such attempts as dishonest or false.
Vredenburg, Kapitan, Spry, and Kemper (2020) state that at times, brands assume social or cultural stances in their marketing efforts. Such acts are real and consistent with the values and practices of the company and hence may be used to enhance trust and develop good relations with the consumers. Customers can feel respected and included by the authentic representation that can enhance the brand loyalty.
Nevertheless, the authors also present the term of the so-called “woke washing: where businesses advertise social or cultural objectives in their communications but do not express those values through their actions. Within an example, an organization may utilize different models or symbols of diverse cultures of its advertisement, but it may lack diversity in its leadership or policies in workplaces. This disparity between what a brand presents on the surface and what it is actually doing can create criticism amongst the population.
Social media has facilitated the consumers to define and question these discrepancies. Once people develop the feeling that companies are exploiting cultural identity to gain publicity or they are making more money by doing so, what could happen is negative comments, online movements or even boycotts. Such kind of backlash may hurt the reputation of a firm as well as limit consumer confidence.
In order to save these risks, corporations should make sure that their visual image depicts true values and long-term intentions towards diversity and inclusion. Unaltered representation ought to be enhanced through actual deeds like inclusive employment policies, equitable policies and effective interaction with communities. When the visual message is consistent with the real corporate practice, companies have better chances of gaining credibility and escaping.
References
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing? Journal of Public Policy & Marketing, 39(4), 444–460. https://doi.org/10.1177/0743915620947359
Monstera Production. (n.d.). Risk management chart [Photograph]. Pexels. https://www.pexels.com/photo/risk-management-chart-5849593/
This post explains well how companies can face backlash when their visuals are seen as insensitive or misleading. The examples help show how powerful visual communication can be in shaping public reactions. One thing that could make the post even stronger is adding more specific real-world examples of brands that faced backlash. Overall, it highlights an important issue in modern advertising and media.
ReplyDeleteHi Arpit,
ReplyDeleteI liked reading your blog very much. You have discussed in great detail how companies apply visual representation in advertisement to demonstrate diversity and cultural identity. I particularly enjoyed the fact that you have explained the concept of woke washing and how viewers can respond negatively to brands failing to back their words with their behaviors. I also found your explanation of how social media enables the consumer to challenge the companies quite interesting. In general, your blog provides a solid idea of why authenticity and true dedication to diversity are essential to companies nowadays. Great work!