Big changes are in the small details. And for some time now, the details have been pointing in one direction: the end of an era I woke upCoinciding with Donald Trump’s (re)enthronement in the Republican Party and the increasing likelihood of his return to the White House, the once ubiquitous alertness seems to have lost the integers. We leave the clearest example of this from the “cradle” of the United States. And it is possible to see this in the details, in the details that are told. With the still current memory of the Bud Light boycott for a campaign Tick ​​Tocker trans, brands appear to be distancing themselves and diminishing the corporate weight of the causes that associated them with the discourse not so long ago I woke up.

But… what exactly do the details reveal?

To start with… What is it? I woke up? The concept is neither new nor new. In fact, there are those who date it back to the 1940s and 1960s; what is undeniable is that in the last few years, its supporters and opponents have enriched it so much that it is not difficult to give a precise definition today.

The term emerged in close connection with the fight against racism in the United States and has gained its power Black Lives Matter and the rejection of police brutality against African Americans, and with the redefinition of the dictionary, it expands until it becomes a much broader umbrella that encompasses the fight against social injustices and generally anti-racism, feminism, rights LGTBI… There are those who see this as a label for political correctness.

Popular… and controversialIf the definition had stayed there, maybe you wouldn’t have heard so much about it. I woke up anyone alertness in the last few years. If this is the case, it is largely because there are those who associate it with “cancel culture” and prominent figures such as Elon Musk or, above all, Trump, present it as one of the greatest enemies to be defeated. a direct threat to “family values” and democracy. They even talk about “far-left fascism”.

Beyond politics. Its origin may be cultural, social and political, but alertness As I mentioned five years ago, it has gained ground, acquired new approaches, and spread into different areas. Speech “Popularity has diluted its meaning and the idea has been applied cynically to everything from soft drinks to razors, drawing criticism when applied too freely,” said Abas Mirzai, a professor at Macquarie University.

Mirzaei and other scholars and columnists drew attention to an interesting phenomenon from a very early age: the transmission of discourse I woke up to companies. In 2018, Ross Douthat was already speaking on the pages. New York Times The rise of “woke capitalism,” another label that has prospered over time.

From streets to advertisements“Captured by consumer tensions, companies have become activists fighting against injustice. Nike’s campaign against social injustice, Pepsi’s short-lived ad with Kendall Jenner, and Gillete’s stance against toxic masculinity were some of the most commented examples,” Mirzaei wrote in his article.

“Multinational companies looking for ways to connect with their target audiences saw an opportunity to go beyond embracing human traits (humility, passion, kindness) to embracing human behaviors (activism).”

Are there any examples? Some. Mirzaei cites two that have particularly stood out in his time in the marketing field, but there are more. With background Black Lives MatterNike launched a campaign against racism in 2020, while Gillete launched a campaign with the following references: tyrannyDue to the #MeToo movement and toxic masculinity, Pepsi was forced to pull an ad featuring Jenner due to accusations that it trivialized the brand. Black Lives Matter and Bud Light played a role in what was probably the most talked-about episode, by launching a promotional campaign. Influencer transgender Dylan Mulvaney has garnered an aggressive boycott of the brand.

But the examples go beyond advertising. Levi Strauss & Co. spoke out against gun violence, Delta Air Lines cut ties with the National Rifle Association, Starbucks activated its Race Together campaign… the list goes on. “The shy ‘corporate social responsibility’ became a more compelling ‘brand purpose,’ spawning passionate activism,” says Michael Serazio. “Social justice became ‘in,’ and politics became a tool to signal the ‘integrity’ of business.” Vox Magazine.

Reaching out to companies. This trend has been felt in offices, too. DEI programs, an acronym for “diversity, equity, and inclusion,” have gained momentum in companies. In 2021, Medium reported on a study by the Society for Human Resource Management that estimated the average budget for diversity departments at Fortune 100 companies was around $1.5 million annually, though that figure falls within a much wider range, from $30,000 to $5.1 million.

In 2021 Washington Post He pulled out his calculator and estimated that the African-American citizen killed by a white police officer in Minneapolis in 2020 was killed after the brutal death of George Floyd and amid a wave of terrorism. Black lives matterThe 50 largest listed companies and their foundations in the United States have committed at least $49.5 billion to reduce racial inequality, but more than 90% of that amount was focused on loans or investments from which firms could benefit, and only a small portion of the funds allocated to direct subsidies went to organizations fighting for justice reform.

A change in trend? In July 2024, the situation looks different. Or at least that’s what the details again show, both at marketing and corporate level. The clearest examples in this last area are left by two major American multinationals, Microsoft and John Deere.

First, it fired a DEI-focused team, allegedly citing “changing business needs.” Second, the major agricultural machinery manufacturer also announced its decision to stop sponsoring “social or cultural awareness” events and to audit all educational materials “to ensure there are no socially motivated messages.”

Cutting DEI. And there are more examples. In December, CNBC reported that tech giants like Google and Meta were cutting DEI programs after years of promises following Floyd’s killing. The network cites firms that are slashing DEI staff, slashing learning and development programs, and sharply cutting budgets for external DEI experts by up to 90%.

Lately Financial Times He went further, talking about companies and HR departments that are upset and turning their backs on “smoke dealers.” According to the newspaper, more and more executives are choosing to “stop” diversity initiatives. Even Disney, one of the companies most associated with the phrase, I woke upappears to be showing signs of wanting a change. In a December 2023 interview with CNBC, its chief executive Bob Iger said he would not accept prioritizing message over narrative: “The creators have lost sight of what their real purpose is. We have to entertain first. No, it’s about the messaging.”

Reflection of advertising.If he alertness The new scenario that was clearly reflected in advertising a few years ago is no different. José Luis Antúnez recently drew attention [o] Antúnez also notes that Nike’s latest ad, which now runs without the hashtags #BlackLivesMatter and #StopAsianHate, “is ending the discrediting of traditional masculinity.”

“Advertising follows, it does not lead. It needs the market, not morality,” says Serazio. Vox Magazine after remembering that, despite the many open fronts such as abortion, the Gaza war or the Trump trials, the rule that seems to prevail, unlike years ago, is silence. And this is no coincidence.

Michael Serazio recalls that a survey conducted years ago found that nearly three-quarters of consumers want companies to defend their political beliefs, while a more recent survey showed that 20% of Americans are interested in companies taking a stand, and a smaller percentage, only 30%, want to hear their views on global conflicts.

Image | Gage Skidmore (Flickr)

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