Brands not taking real action on social commitments will cause a trust-deficit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2019, 5:09 PM UTC

"Woke-washing" is threatening advertising’s credibility and trust.

This piece quotes Unilever CEO Alan Jope saying that brands failing to meet commitments toward improving the world are damaging trust in the advertising industry. The article says that according to Edelman’s Earned Brand 2018 report, 64% of people choose brands because of their stand on social issues.

Jope, who was talking at Cannes Lions International Festival of Creativity, said when purposeful marketing is “properly” and “responsibly” done, it can help brands restore trust among consumers. He argued that brands which indulge in “woke-washing” are endangering customer trust and causing a credibility crisis.

He urged advertisers to “unleash purpose” through creative means to drive behavioural and cultural change. This piece further states that brands with a strong commitment to purpose have grown at twice the rate over the last 12 years.

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