First uttered in the National Assembly in February 2021, the term "woke," from which the whole of "Woke culture" is derived, has become embedded in debates on French education, amplified no doubt by the virulent stances of the Minister of National Education, Youth and Sports, Jean-Michel Blanquer, until it secured its place among the words that marked the year 2021.
However, Wokism is not new its origin would be located in the immediate aftermath of the American Civil War in the 19th centuryrd centuryand describes a state of "awakening" (from the verb "wake") against the racial injustice that was tearing the country apart. 👊 And since the birth of the Black Lives Matter (BLM) political movement across the Atlantic in 2013, the term "woke" has experienced a resurgence of interest worldwide, fueled by social media.
In addition, research since 2013 The term "woke" is used more broadly in French political debate by some to denounce inequalities based on gender, ethnicity, or religion. It has resonated particularly strongly with Generation Z.. 👀 According to a Harris Interactive survey conducted for the Institute for Civil Dialogue and published on September 18, 2021, 80% of those under 35 want better consideration of people's sexual identity and origin in brand communication.
📢 An initial response to the expectations of young consumers, with uneven results
In the United States, where the movement originated, Many companies have understood the vital importance of meeting the expectations of younger generations by integrating "social activism" into their communication. Sometimes successfully, like the Nike brand and its 2018 collaboration with American football player Colin Kaepernic (a symbol of the BLM movement) which made boost brand sales by nearly 31% despite Donald Trump's criticism. But, like any social movement, Brand "social activism" has a downside: if the brand is suspected of profiting from the fight for social rightsWhether its message is ambiguously worded or not, consumers will denounce it as "woke washing," similar to "greenwashing." This is an experience even for brands firmly established with Generation Z, such as... Disney ou Apple .
While Nike has chosen to take a political stance in reaction to the BLM movement, sometimes it is consumers who demand changes from brands: in June 2020, the branch Uncle Ben's The Mars Inc group found itself at the heart of criticism during the BLM protests, accused of perpetuating a racial stereotype through its logo. . A few months later, the company announced a new identity, summarizing " We listened. We learned. We change. This name change for Ben's Original This was also accompanied by emblematic commitments from the company to diversity, such as the creation of the fund « Seat at the Table » enabling minorities to benefit from scholarships in food science.
🙄 In France, brands' approach is still timid and sometimes clumsy
In France, things seem to move more slowly: for example if banana a was ordered by the court to renounce her slogan « Y-a-bon Banania "It has gone much less far than Ben's in transforming its brand image. The entire visual identity and even the brand name itself could be accused of perpetuating ethnic stereotypes."
Conversely, Major French brands, for their part, have borne the brunt of a communication undoubtedly full of good intentions, but clumsy : L'Oréal had to deal with calls for a boycott following the group's announcement in 2020 of its decision to stop using certain words such as "white" and "whitening." Then in 2021, The designer Louboutin had to explain himself. after the confusion created by an image posted on Facebook by Assa Traoré, the sister of a young man who died during his arrest by law enforcement, with her fist raised and wearing the eponymous high heels.
✅ Reinventing oneself: a winning strategy to counter potential image crises
In France, brands face a dual challenge in terms of communication and positioning: How to find convincing marketing arguments to justify their "social activism" to Generation Z, while maintaining a strong link with the over-50 generation, only 29% of whom consider the fight for social justice as a criterion for adhering to a brand's values?
The Pacte law now offers them a starting point for a solution: the definition of a purpose, to carry, embody and defend their social and environmental commitments. These long-term commitments must therefore detach themselves from political fluctuations and position the brand as a benchmark on a major issue. These commitments, translated into concrete measures, should enable the mobilization of employees, partners, and customers around impactful, long-term initiatives. They should also equip companies with a strong image that fosters their growth and helps them withstand potential crises.
Eric Giuily,
EG Holding Manager – Chairman of Clai – Chairman of the Managers Committee at Sec Newgate – Lecturer at Sciences Po Paris
