The term woke originated in the United States as an expression of social awareness and attention to issues related to social justice, equality and civil rights.
Initially used to indicate a sensitivity to racial discrimination, today the concept of woke has expanded to embrace issues of gender, environment, inclusiveness and minority rights.
Context of Marketing and Communication
In digital marketing and corporate communications, being “woke” means adopting strategies that reflect ethical, inclusive and responsible values.
Woke companies are committed to communicating messages that support social, environmental and cultural causes, showing attention to the expectations of an audience that is increasingly attentive to values as well as products.
Implications for Branding Strategies
Integrating this mindset into branding strategies can bring numerous benefits, including:
- Loyalty: consumers tend to prefer brands that share their values.
- Brand Reputation: a “social” positioning strengthens brand reputation and authority.
- Engagement: campaigns generate more engagement on social media, encouraging content to go viral.
However, it is critical that the approach be authentic and consistent with the company’s mission.
The risk of“woke washing” (i.e., the superficial use of social issues for marketing purposes) can seriously damage brand credibility.
Woke and SEO
From an SEO perspective, the keyword “woke” is often searched in relation to topical issues, social campaigns and communication trends.
Using woke, search-engine-optimized content allows brands to intercept audiences sensitive to these issues, improving online visibility and brand perception.
In summary, being woke today means more than just following a fad: it represents a strategic choice that can profoundly influence a company’s communication, reputation, and success in the digital landscape.