You may or may not have heard of the term “woke” if you haven’t, don’t worry we’ve got you covered.
Woke – meaning enlightened, inclusive, aware of social injustice, prejudices or bias
It’s a term we millennials use quite often when referring to people, an even some of our favorite brands.
It’s more important now, than ever before to make sure your brand is inclusive. With big brands being called out and consumers calling for protests, it’s essential to make sure your company represents its consumer base in a way that makes every customer feel valued and appreciated.
Here are 3 ways to tell if your brand is woke or not, and how to fix it if its not.
- Do you social media posts highlight multiculturalism?
Here’s how you can check:
- Within the past 15 posts your brand has made on Instagram or Facebook include women and men of different races and ethnicities?
- Will your multicultural consumers feel represented if they look at your social media pages?
- Does your company have multicultural market segments that you consider before posting certain content?
Why this matters
Millennials are the Woke Generation. We stand up for what we believe in and voice our opinions, even if it means we have to stand alone. So if a brand we patronize doesn’t show diversity it can symbolize to some that don’t want care about our dollars. When we see people who look like us on your Instagram or Facebook page or YouTube Ad it means something to us.
In fact, 1 in 3 Millennials say they look at a companies social media before making a purchase. You are gambling on your market share by not being inclusive. So, keep this mind as you develop your social media content.
2. Before you launch an ad campaign targeted to certain demographic (i.e- Millennials, Hispanic or African American markets) do you have a specialty agency or consultant for that demographic provide feedback?
Now it may not seem like a big deal, but there have been some colossal fails in Ad campaigns so far in 2017. Including Nivea’s “White is Pure” campaign that caused some serious backlash and call for boycotts.
Or perhaps you remember the Pepsi commercial that was so scrutinized that Pepsi pulled the ad within 48 hours of airing.
You get the point. It’s important to have a consultant that does not work within your Ad or Marketing department be able to give your company honest feedback with fresh eyes. This can save you public humiliation and millions of dollars in lost revenue.
3. Does your company have a supplier diversity program?
This is huge. Honestly, it makes all the difference in company’s many consumers choose to patronize.
Supplier Diversity shows a company’s commitment to purchasing goods or services from women, minority LGBT and veteran suppliers. It shows that, that company recognizes its consumers represent these groups and they want to ensure the money they spend on necessary goods and services are sourced from the communities and demographics that represent their customer base.
There’s even the Billion Dollar Roundtable which is an exclusive group of top companies that spend $1 Billion annual with diverse suppliers. Now that’s putting your money where your mouth is.
If your company doesn’t have a supplier diversity program, it’s never too late to start one. There are organizations such as WBENC and NMSDC who specialize in finding their members highly qualified diverse suppliers.
So, now you have a better idea if you brand is enlightened or woke. If you are one of the woke ones, give yourself a high five, you’re one of the good guys or gals pushing the needle forward and making the world a better place. For that we appreciate you, whoever you are. If you aren’t woke, try to do better, you have 3 simple ways to wake up.