SXSW 2022
Woke-Washing in a World of Brand Activists
Description:
Racial Justice. LGBTQ+ Equality. Climate Crisis. Voting Rights. The new expectation is for brands to step up to meet the demands of social movements–yet a tension exists between true and authentic allyship and performative brand pandering. In this new normal, where brands show up as activists, what are the new rules of the game and how can brands do it right?
This session will include clips from the forthcoming documentary “Woke-Washed: The Collison of Social Movements and Marketing” and a panel of seasoned marketing and brand activism experts. They’ll unpack the impact on movements when companies co-opt their messages, but fail to live up to these ideals. On a practical level, panelists will discuss the role of brands, consumers and employees in affecting impactful and authentic change.
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Takeaways
- Common pitfalls companies encounter – and how to avoid performative statements that lack action and authenticity
- Nuts and bolts of putting together an impactful social movement campaign
- How to engage stakeholders across the spectrum to empower and motivate
Speakers
- Whitney Dailey, Senior Vice President, Marketing/Research & Insights, Porter Novelli
- Chris Miller, Head of Global Activism Strategy, Ben & Jerry's
- Katie Martell, Creator, Woke-Washed
- Sophie Kelly, SVP of Whiskies, Diageo North America, Diageo
Organizer
Whitney Dailey, VP, Marketing/Research & Insights, Porter Novelli
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