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Woke or Washed? Purpose Washing- What is that? A 5-Step Guide to avoid Fake Brand Activism

April 22, 2025 📱Personal Branding 📱Social Media 📱Brand Activism 📱Green Washing 📱Rainbow Washing

Woke Washing – Have you heard about these terms? Woke Washing, Rainbow Washing, Green washing ? Wash day in the industry?

Every day we see how Companies want more Diversity and Sustainability in their Massage but often don’t align with their true action.
Posting without true meaning can damage consumer trust if they are perceived as fake and profit-seeking.

1. So what is woke washing ?

Woke washing in the act of using social movements in Posts to create a positive image without any action. Black squares for racial equality, LGBTQ+ Posts (known today as Rainbow Washing)  right before Pride Month, Earth-day Posts and co.
Consumers can sense the lie and damages a brands image.

2. What is green washing then ?

Fake Sustainability? Step by step. Green washing is similar : Brands demonstrated wanting to save the planet but in reality their production is everything but not sustainable. Is your favorite brand recently posting pictures of planting a tree, using and fake labeled „eco friendly“ Tooth Paste, aesthetic eco pictures ? Suddenly they are all „woke“ ? Then maybe you have already seen Green Washing.

Don´t get me wrong -it is a good approach BUT : Do they really care or do they just follow a trend for their appealing Brand Personality?

3. What does that have to do with Brand Personality and Brand Activism ?

In todays world a brands image is not just non-mandatory its part of the game and it’s about being real. 

Brand Personality is a set of human characteristics that are attributed to a brands name. 
Brand activism is defined as public speech or actions focused on social
issues made by or on behalf of a company. (F. Ahmad et Al., 2024)

It can be seen as a direct expression of Brand Personality because
it actively states an opinion and humanizes the idea as it would be expected of a human  (T.Huang et Al., 2021) who has also a feeling of justice.

4. And why do we care ? Why is that important ?

A Study shows what customer expect alignment of action and words.
70% of consumers expect brands to take a stand on social issues.
Another Study shows that Companies who stood up performed better as the ones who did not, it is better to say something about a macro-environmental event than staying silent. (black lifes matter, Example on black observers.)
Consumers „reward“ brands honesty.
Performative actions lead to harmful consequences. So it is in companies own interest !

„Your reputation must not only be managed and invested in – it must be sustainable and consistent.“ -Karen Freberg, 2022. 

5. Fake vs. Real Allyship

Another term for a performance?

Real Allyship goes beyond „Washing“, not just a Marketing Tool,
long-term commitment and concrete changes. (R. Leon et Al.)
Active support for marginalized groups. (P. Kalina, 2020)

Performative allyship : Public Support to gain praise without action used for Credibility with Followers, motivated by reward ( M. Wellman, 2020)

“It takes many good deeds to build a good reputation, but only one bad one to lose it”– Benjamin Franklin

What happens when woke washing fails?

When words and actions are not aligning : Exactly what K. Freberg warns about. An example of a consequence of unauthentic woke washing. The Rana Plaza disaster! It exposed many fashion brands.
No Team in the world can „post“ that away. That Flashed the Fast Fashion Industry( H&M und co.)
Woke Posts but horrific work conditions.
A wake up call for everyone.
Consequence of non- aligned brand personality.

How to avoid mistakes like that?
What Companies could do to reach real Allyship? Staying silent of fear being labeled as woke washers? No.

Solution:

5 Steps to Authentic Activism (Checklist)

• Ask yourself: Are my Words aligning with what I want to do?
• Take concrete action ! Inside your company or for yourself, Create a System
• Avoid following Trends, No woke washing
• Check your Resources – can you afford what you are promising? Are unexpected costs okay?
• Brand Authenticity – Honesty and Longterm Decisions

1. Ask yourself: Are my Words aligning with what I want to do?

Make your words align with action

2. Take concrete action ! Inside your company or for yourself, Create a System

Study shows that concrete communication and action and specific changes inside the oraganization leads to more trust from the customers!

3. Avoid following Trends, No woke washing

Do not try to perform, Avoid Talking the Talk and not walking the walk, Real Effort

4. Check your Resources – can you afford what you are promising? Are unexpected costs okay?

Ask yourself if you can really do what you promise, check your finances! Customers want real Investments, Check if you are ready, check your Infrastructure

5. Brand Authenticity – Honesty and Longterm Decisions

Communicate with Integrity

And of course: Do it for bigger goals not just Profit ! No matter if you are a Micro Influencer or big Brand. That Guide is for everyone