From woke to wake: Sustainability as a driving force
Woke is everywhere. The term was first used as slang in the 1930s in an effort to stay“awake” to racism, but in the past decade it has taken on a broader context. In 2024, wokeness encompasses much more than simply acknowledging racism. It is about inequality in all forms, such as gender inequality, LGBTQ+ rights and the increasingly urgent climate issue. These are topics that both employees and consumers care about, and help them make choices that align with their values. In this article, we discover what woke means for companies, and show how brands can move from intention to real impact. No greenwashing, but rather sustainable growth that inspires. Are you ready?
Wokeness for dummies
For companies, the broader meaning of the word presents quite a few challenges. Merely shouting that you are woke is no longer enough. As sustainability becomes increasingly central to marketing campaigns, the pressure on companies to deliver on their promises is also growing. After all, consumers expect brands to do more than just utter promising words. You can shout very loudly that you think the climate is important, but if you then fail to take action, it is of little use. It is precisely for this reason that a second concept has been introduced, namely Wakefulness. Whereas ‘Woke’ is about awareness of the problems and the urge to do something, ‘Wake’ goes a step further. As the term suggests, Wake means actually taking action to make lasting changes.
The green dilemma
In practice, companies often struggle with the transition to green. Barriers such as cost, complexity and lack of knowledge are obstacles for companies that want to become more sustainable. This often results in cancellation or partial implementation of plans while companies give the impression that they are fully sustainable. Afraid of consumers' opinions and assuming they are doing the right thing, they keep going without making real changes. The result? Greenwashing. On the other hand, there are companies that understand how it works and actually contribute to a better world. However, due to consumer pressure and fear of failure, they often choose to greenhush and keep their sustainable efforts a secret. This leaves their positive contributions underexposed, when in reality they are making strides in the right direction.
Wake me up!
What can you do as a company to really ‘wake up’? It all starts with open communication. That means not only sharing your sustainability efforts, but also establishing the path to them. Don't be afraid to be vulnerable. Sharing both successes and challenges is exactly what makes a brand authentic and trustworthy. Instead of stressing every day that you are sustainable, it is more important to show how you are contributing to a sustainable future.
Sustainability as a driver
In addition, sustainability should become an integral part of your business operations, not just a marketing tool. When sustainability is truly a core value, then the actions are visible and speak for themselves. See this shift also as an opportunity to create real change and inspire people. Engage your audience and sincerely strive to make a positive impact on the world. Be transparent, embrace change and wake up! Only then will you leave a lasting contribution.
Strangelove to the rescue
At Strangelove, we love to help you communicate clearly and develop honest strategies. Our experts think along with you about how to authentically communicate your sustainable values to your target audience. We believe in transparent marketing that not only strengthens your brand, but also makes a positive impact. Together, we work on effective campaigns that convey the right message and truly inspire customers. Let us guide you on the road to sustainable growth and success!
Author: Desi Overbosch
Date: 05.11.2024
Reading time: 3,5 minuten
