‘Stop! Don’t fast-forward. I love this advert!’ How often do you say that? Considering that some commercial breaks run to five minutes, not often enough. How about, ‘Oh no, not again, I can’t stand this advert’? Mm… nightly?
According to recent research by the Pull Agency, a brand consultancy, promotion that strains to impress consumers with a company’s progressive imprimatur is off-putting. You always suspected it, but now it’s official: woke advertising backfires.
In a survey of 2,000 representative Britons, 68 per cent of respondents were either ‘uneasy’ or ‘unsure’ about brands supporting fashionable left-wing causes such as climate change, BLM, LGBTQ+, diversity, equality, and female body confidence. Fifteen per cent would actively avoid purchasing the products of companies that publicly endorse those causes via ‘woke-washing’.