Woke Isn't a Bad Word in Marketing After All

Consumers react poorly to brands that back down from their commitments, a new report finds

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It isn’t the term “woke” that cost Target and Bud Light a bunch of money in 2023: It was those brands’ failure to stand by their commitments to social causes.

At the Association of National Advertisers’ (ANA) Masters of Marketing conference in Orlando, Florida today, its Alliance for Inclusive and Multicultural Marketing (AIMM) released the results of a survey of more than 9,000 consumers conducted with the Cultural Inclusion Accelerator looking at perceptions of inclusive marketing practices.



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