Woke Washing
OFTP’s [Word] Of The Moment №6
Woke Washing: when a corporation, institution or individual says or does something that signals their advocacy for a marginalized cause but also continues to cause harm to vulnerable communities
Companies often use this “strategy” as a form of marketing and publicity in order to appeal to the newer, more well-versed and aware audience, that being our current generation. We hold possessing and executing a progressive purpose as a standard for each influential figure or corporation. However, their true intentions are unveiled when their promotional material is compared side by side with inhumane employee treatment, an activity that is detrimental to our environment, or even their own ignorance.
What’s wrong here is that some companies restrict themselves to performative activism, like changing the color of their logo or posting a black square photo, instead of doing concrete actions that help the cause directly.
These big-name figures and companies shouldn’t be given the benefit of the doubt just because of their influence, money, and power. Inform yourself on their activity, ethics, and company purpose, and assess their advocacies.
Lee, K. A. (2020, April 30). What Is Woke Washing? And Should You Be Worried? Retrieved August 02, 2020, from https://numerologist.com/spiritual-growth/human-interest/what-is-woke-washing-and-should-you-be-worried/
What is Woke Washing? (2019, February 20). Retrieved August 02, 2020, from https://www.venicediplomaticsociety.com/blog/what-is-woke-washing
