Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism
Equality, Diversity and Inclusion
ISSN: 2040-7149
Article publication date: 23 June 2023
Issue publication date: 15 January 2024
Abstract
Purpose
The lesbian, gay, bisexual, transgender, queer, intersex and others (LGBTQI+) movement has been the focus of companies that seek to win over consumers by supporting diversity. Any positioning, however, that is not perceived as being consistent and genuine can harm the brand's image. Through a queer theoretical perspective, the authors explore perceptions of LGBTQI+ consumers regarding brand activism.
Design/methodology/approach
Qualitative research was carried out that involved interviewing Brazilian consumers who are part of the LGBTQI+ community.
Findings
Aspects of the identity of these individuals draw closer to those brands that share the same values the individuals have. Brand activism is perceived positively in terms of the brand's representativeness and social impact. When activism is perceived as inauthentic, activism generates a backlash and consumers begin to boycott brands as the consumers associate positioning with woke-washing practices.
Originality/value
The results indicate that to adopt an activist stance with regard to the LGBTQI+ public, brands need to be consistent in the brands' communication and advertising and in brands' organizational culture and diversity. This research provides important indicators for brands that genuinely want to support the LGBTQI+ community and is the first to use queer theory to analyze brand activism.
Keywords
Citation
Tressoldi, C., Espartel, L.B. and Rohden, S.F. (2024), "Authentic brand positioning or woke washing? LGBTQI+ consumer perceptions of brand activism", Equality, Diversity and Inclusion, Vol. 43 No. 1, pp. 55-71. https://doi.org/10.1108/EDI-05-2022-0126
Publisher
:Emerald Publishing Limited
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