The 'Woke' Brand
What does it take to be a 'woke' brand?
Gen-Z are undeniably pioneers of the ‘woke’ mentality, being a force of change to prioritise diversity and inclusion. This is not a new concept, but a lot of brands have been accused of ‘woke-washing’ their messages. ‘Woke-washing’ can be defined as self-serving “box ticking” under the guise of social responsibility. So if Gen-Z are quick to define what is and isn’t woke, how can brands restructure themselves to actually meet their expectations?
According to a report by Digifairy, a Gen-Z brand is made up of:
24% ethics and politics
22% aesthetic
16% individuality & uniqueness
Let's take a look at ASOS-made clothing line Collusion. As annotated by Digifairy’s report, Collusion effectively embodies Gen-Z culture by:
Co-created with Gen Z team
Unisex clothing
Inclusive sizing
Vegan & sustainably sourced
Affordable price point and global market reach
Follows DIY Gen Z aesthetic
Making Gen-Z members of the core team injects their perspective and shows commitment to staying ‘woke.’ After all, Deloitte’s research shows that customers are 57% more loyal to brands that are committed to facing social inequalities.
