The Great 'Awokening': Navigating the Cultural Shift in Business, Branding, and Marketing

Introduction: The Great Awokening — A Minefield or a Moment of Transformation?

“Woke” is a word that sparks instant debate. For some, it represents progress and heightened awareness of social issues. For others, it’s a symbol of overreach, virtue signalling, and impracticality. Whatever your view, one thing is clear: woke culture is no longer confined to social media hashtags or activist circles. It has entered the world of business, branding, and marketing—and it’s here to stay.

For small and medium-sized enterprises (SMEs), The Great Awokening brings both opportunities and risks. Engaging in cultural conversations can win loyalty from certain audiences while alienating others. Silence, once a safe option, is increasingly viewed as complicity. For businesses, the pressing question is no longer if they should engage with cultural issues but how to do so in a way that aligns with their brand, values, and goals.

This blog examines the origins of woke culture, its impact on businesses, and how SMEs can navigate this cultural shift without compromising their identity or alienating their audiences.

What Is The Great Awokening?

The term "woke" originated in African-American communities, initially referring to an awareness of racial injustice. Over time, it has expanded to include gender equality, LGBTQ+ rights, climate change, mental health, and ethical consumerism. In the world of business, being “woke” often translates into taking public stances on these issues.

However, woke culture is polarising. Some see it as an essential step toward accountability and inclusivity. Others criticise it as performative or impractical. For businesses, the stakes are high. A misstep can result in reputational damage, customer backlash, or accusations of hypocrisy.

Consider this question:
Should your business lean into woke culture, push back, or aim for neutrality—and is neutrality even an option anymore?

The Stakes for SMEs in The Great Awokening

Large corporations like Nike and Disney have the resources to weather cultural storms, even if they miscalculate. For SMEs, the risks are far greater. A single misaligned campaign can result in significant damage to reputation, loss of customers, and financial instability.

Three Key Pressures on SMEs

1. Employee Expectations
   Employees, especially younger generations, increasingly expect their workplaces to reflect values they align with. Companies that ignore these expectations risk losing talent.
   
   
2. Customer Scrutiny
   Customers today are more discerning and vocal. They want to know where brands stand on issues and expect authenticity over lip service.
   
   
3. Brand Identity
   A clear, consistent identity is essential. Woke branding that feels forced or disjointed can lead to accusations of virtue signaling.
   
   

The Case for Woke Branding: When It Works

Woke branding can be a powerful tool when done authentically. Some companies have successfully integrated social activism into their brand DNA, winning both loyalty and revenue.

Notable Success Stories

• Nike’s Colin Kaepernick Campaign
  Despite controversy, Nike’s bold stance on racial justice led to a 31% increase in sales. This success was rooted in authenticity—Nike’s history of supporting athletes and social causes aligned with the message.
  
  
• Patagonia’s Environmental Activism
  Patagonia’s “Don’t Buy This Jacket” campaign encouraged consumers to think about sustainability, driving both sales and brand loyalty. Their environmental stance is central to their identity, making it resonate.
  
  
• Ben & Jerry’s Activism
  From racial justice to climate change, Ben & Jerry’s unapologetic activism aligns with its founding values, earning praise from socially conscious consumers.
  
  

When Woke Branding Works Best

• It reflects the brand’s core values.
• The message is clear and consistent.

The Case Against Woke Branding: When It Backfires

Woke branding is not without its pitfalls. When it feels forced, disingenuous, or misaligned with the brand, it can backfire spectacularly.

Examples of Failed Campaigns

• Bud Light’s Transgender Advocacy
  A campaign featuring a transgender influencer alienated core customers, who felt the move was disconnected from the brand’s identity. Sales plummeted, highlighting the risks of perceived pandering.
  
  
• Pepsi’s Kendall Jenner Ad
  This campaign attempted to address social justice but trivialised the issues, leading to widespread backlash.
  
  
• Gillette’s “The Best Men Can Be” Campaign
  While aiming to tackle toxic masculinity, the campaign alienated some core customers who felt it was overly preachy.
  
  

Key Takeaways from Failed Campaigns

• Misalignment with brand identity creates distrust.
• Overreach or trivialisation of serious issues can alienate audiences.

Jaguar’s Bold Rebranding: Balancing Innovation and Tradition

Jaguar’s recent marketing campaign marked a daring step forward in the brand’s evolution. With its new slogan, “Copy Nothing,” and a striking promotional video that featured vibrant visuals and diverse, androgynous models, the campaign sought to redefine Jaguar’s identity for a modern audience. However, the boldness of this move has drawn a spectrum of reactions, highlighting both its strengths and challenges.

The Campaign's Core Strategy: Aiming for Relevance

Jaguar’s rebranding reflects its ambition to appeal to a younger, wealthier demographic as the company transitions to an all-electric lineup. The campaign was designed to break away from traditional automotive advertising, focusing instead on a lifestyle-oriented message. By emphasising originality and creativity, Jaguar aimed to differentiate itself from competitors in a saturated luxury market.

This approach aligned with the brand’s long-standing ethos, inspired by founder Sir William Lyons’ mantra, “Copy Nothing.” However, while the campaign succeeded in capturing attention—amassing over 163 million views and 100,000+ comments—it also sparked debate over whether it stayed true to Jaguar’s heritage.

The Mixed Reception: A Double-Edged Sword

Jaguar’s campaign has been both celebrated and criticised, reflecting the risks inherent in rebranding.

Strengths:

Bold Creativity: The campaign’s vibrant visuals and focus on inclusivity appealed to progressive, younger audiences.

High Visibility: With millions of views and widespread online engagement, the campaign undeniably achieved significant reach.

Modern Relevance: The rebranding underscored Jaguar’s commitment to innovation, positioning it as a forward-thinking luxury brand.

Challenges:

Polarised Audience Reactions: While some praised the campaign’s modernity, others—particularly traditionalists—felt it strayed too far from Jaguar’s roots.

Heritage vs. Modernity: Critics argued that the campaign lacked the elegance and tradition historically associated with Jaguar, leaving long-time fans feeling alienated

Complex Messaging: By introducing multiple changes simultaneously, including a new logo and visual style, the campaign risked confusing its message.

Lessons from Jaguar's Rebranding

Jaguar’s campaign provides valuable insights into the complexities of modern branding. Its success in capturing attention was clear, but the mixed reactions underscore the importance of balancing innovation with tradition. Key takeaways include:

Evolving with Purpose: Bold moves can be effective, but they must align with a brand’s core identity to avoid alienating loyal audiences.

Understanding Your Demographics: While targeting new markets is essential, brands must also address the expectations of their existing customer base to maintain trust and loyalty.

Embracing Originality Carefully: Jaguar’s “Copy Nothing” mantra highlights the power of standing out. However, innovation should be implemented thoughtfully to ensure it resonates across diverse audience segments.

The Road Ahead: Can Jaguar Reconcile Its Roots with Its Future?

Jaguar’s campaign demonstrates the high stakes of rebranding in today’s polarised cultural landscape. By seeking to redefine itself as a modern, inclusive, and innovative brand, Jaguar has opened new opportunities for engagement. However, the challenge lies in ensuring that this evolution resonates not just with new audiences, but also with long-standing supporters who value the brand’s tradition of luxury, craftsmanship, and heritage.

In the UK, where humour, authenticity, and wit are cultural touchstones, Jaguar’s approach may find success if it continues to refine its balance of boldness and authenticity. Time will tell whether the campaign’s impact translates into sustained growth for the brand.

Trump’s Anti-Woke Agenda: A Shift in Priorities for Schools, Public Services, and Recruitment?

The announcement that President Donald Trump intends to combat "woke" policies in schools, public services, and recruitment practices is poised to ignite significant debate. This stance is not new for Trump, who has consistently positioned himself against what he sees as the overreach of progressive ideology. However, the specifics of his agenda raise critical questions about the potential impacts on society, education, and workplace culture—not only in the US but also in the UK and other parts of the democratic world.

Navigating the Post-Trump Era

For businesses, public institutions, and individuals, the implications of this cultural shift will be profound. To thrive in this evolving environment, it will be essential to understand and adapt to the changing tides of societal expectations.

1. Understand the Cultural Pendulum

Woke culture has been dominant in recent years, driving policies and practices focused on diversity, equity, and inclusion (DEI). However, the pendulum appears to be swinging in the opposite direction, with growing resistance to these ideologies. Trump’s anti-woke agenda is both a symptom and a catalyst of this shift.

In the US, schools may return to traditional curricula with reduced emphasis on critical race theory and gender studies.

In the UK and other democracies, this could embolden similar calls to re-evaluate DEI policies, especially where there has already been pushback against what some view as overreach in diversity training and recruitment.

Recognising this shift is crucial. Whether businesses or institutions align with or counteract these trends, they must prepare for the broader societal and cultural repercussions.

2. Appeal to Core Audiences

As the pendulum swings, businesses and organisations must remain focused on their core audiences and the values they represent.

Educational institutions: Schools in the UK and beyond may face pressure to reflect their communities’ values while maintaining balanced approaches to social education.

Public services and businesses: Organisations in the UK and elsewhere should expect increased scrutiny of their DEI practices. Prioritising alignment with their core stakeholders' values while maintaining inclusivity will be key.

In the global marketplace, businesses may need to tailor messaging and practices to address both local values and the international influence of shifting US policies.

3. Stay Agile

The cultural landscape is fluid, and adaptability is vital. Policies and societal norms are never static; the pendulum will inevitably swing again.

Businesses and public services: Should remain agile, anticipating both the immediate and long-term impacts of these cultural shifts. A pragmatic approach—grounded in the realities of customer and employee needs—will help organisations weather ideological swings.

Educational institutions: Must remain nimble, finding ways to teach critical skills while accommodating diverse perspectives and minimising polarisation.

By staying flexible, organisations can position themselves as steady, reliable entities in an otherwise volatile cultural environment.

A Global Perspective: How the US Agenda May Impact the UK and Other Democracies

Trump’s anti-woke policies are likely to influence other democratic nations, particularly those closely aligned with the US, such as the UK. Historical precedent shows that cultural and political trends in the US often spill over into British policy, business practices, and public discourse.

Schools: In the UK, debates around the inclusion of gender studies, critical race theory, and social justice topics in education could intensify. US policy shifts may embolden those calling for more "neutral" curricula, focusing on traditional academic subjects.

Public Services: DEI initiatives within public sector organisations may come under renewed scrutiny in the UK, especially in areas where these programmes are perceived to be overly bureaucratic or divisive.

Business Practices: As US businesses pivot to emphasise merit-based hiring, UK companies may feel pressure to re-evaluate their DEI efforts to remain competitive in the global market. This could lead to reduced emphasis on quotas and mandatory diversity training, with a stronger focus on individual qualifications and performance.

Broader Democratic Influence: Across Europe, Australia, and Canada, similar cultural shifts could follow, especially where political leaders adopt anti-woke rhetoric to appeal to conservative bases. This may result in a recalibration of how democratic nations approach inclusion and representation in public policy and private enterprise.

A Balanced Approach

While Trump’s anti-woke stance resonates with those frustrated by overreaching political correctness, it also raises important questions about balance and practicality:

How can schools teach history and society without erasing critical discussions about inequality?

Will public services lose innovation and inclusivity by sidelining DEI initiatives?

Can merit-based hiring truly level the playing field, or will it reinforce systemic challenges?

Businesses, educators, and public servants alike must find a way to navigate these questions while maintaining their integrity and meeting the needs of their stakeholders. Striking the right balance between ideological reform and practical outcomes will be the key to long-term success.

Preparing for the Ripple Effects

Trump’s anti-woke agenda serves as a timely reminder of how cultural and political shifts in the US influence the global landscape. By understanding the cultural pendulum, appealing to core audiences, and staying agile, organisations in the UK and beyond can navigate these changes and thrive in this new era. However, these shifts must be approached with care to ensure that progress toward inclusivity and fairness is not entirely lost in the process.

For businesses, educators, and policymakers, the challenge lies in balancing ideology with practicality, ensuring that the pendulum’s swing does not compromise equity, innovation, or societal harmony.

A Balanced Approach: Practicality Over Ideology

The Great Awokening highlights the tension between ideology and practicality. While addressing social issues is important, businesses must balance this with outcomes that resonate with their audience and align with their identity.

Conclusion: Staying Ahead, Not Just Staying Woke

Businesses must navigate this cultural shift carefully. Instead of being swept up in extremes, focus on creating timeless, adaptable brands that inspire trust and clarity—regardless of cultural trends.

#WokeCulture #CulturalShift #BrandingMatters #MarketingTrends #BusinessStrategy #InclusiveBusiness #BrandIdentity #BusinessGrowth #ModernMarketing #SMEInsights #BrandStrategy #MarketingForSMEs #SocialImpact #EthicalBranding #DEI #PurposeDrivenBusiness #SustainableBrands #ValuesBasedMarketing #BusinessEthics #SocialResponsibility #CancelCulture #VirtueSignaling #AntiWoke #AuthenticityMatters #ProgressiveBranding  #PolarizedMarkets #CulturalDebate #NavigatingChange #MarketingInnovation #BusinessLeadership #SmallBusinessTips #Entrepreneurship #MarketingForGood #LeadershipMatters #CorporateResponsibility #BusinessOwnership #WorkplaceCulture #CustomerExpectations #UKBusiness #GlobalMarketing #USAndUKTrends #EuropeanSMEs #MAGA

By Phil Avery ACIM
Future Point 4 Business | Founder

For 15 years, Future Point 4 Business has empowered businesses of all sizes—from micro to multinational—around the UK, the EU, central and sub-Saharan Africa, and Taiwan. We’re passionate about helping small and micro businesses unlock their brand’s potential, transforming ideas into impactful marketing across print and digital formats.