What is woke advertising and why is it relevant?

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Why did this company suddenly decide to do such a radical about-face and launch an ad like this? According to a Gillette spokesperson, “companies can no longer simply advertise the benefits of the product.” These days, “brand building also means taking a stand on important social issues, no matter how controversial they may be.” While we can’t yet know what impact the ad will have on Gillette in the long run, we do know that it’s part of a growing phenomenon: woke advertising.

The term “woke” has become so popular in recent israel mobile database years that the Cambridge Dictionary had to incorporate a definition. There it is categorized as an adjective meaning “being aware, especially of social problems such as racism or inequality.” Woke advertising is defined as those advertisements that aim to bring to light social injustices in one way or another. According to Google Trends, searches for the term “woke adveritising” skyrocketed in January 2019, just as Gillette launched its controversial ad.

woke advertising trends

According to a report by UNC, in two years the millennial generation will make up the majority of the workforce. Several studies have already shown that when it comes to justice and social responsibility, the millennial generation is much more demanding of their employers. Many prefer to have a lower salary than to work for a company that conflicts with their principles and ideals.