wokewashing

Wokewashing is a term used to describe the practice of brands or organizations adopting progressive social or political stances primarily for marketing or public relations purposes, rather than genuine commitment to the underlying values. This phenomenon often involves aligning with social justice movements, environmental causes, or diversity initiatives to appeal to a broader customer base or to enhance brand image.

Critics argue that wokewashing is a form of superficial engagement. Companies engaging in this practice may make public statements or launch campaigns that appear to support a cause, but their actions or business practices do not necessarily reflect this commitment. For example, a company might publicly advocate for LGBTQ+ rights while simultaneously engaging in business practices that are seen as exploitative or discriminatory. This perceived hypocrisy can lead to public backlash.

The term is often used in conjunction with criticisms of corporate social responsibility, suggesting that some organizations use progressive messaging as a strategic tool to increase sales or deflect attention from less ethical aspects of their operations. The effectiveness of wokewashing is debated, with some arguing it can resonate with consumers who value social consciousness, while others believe it is easily detected and can damage a brand's credibility. The term itself carries a pejorative connotation, implying insincerity and manipulation.