Woke washing and the risk to corporate reputation

Abstract

Consumers are increasingly attentive to the coherence between brand discourse and practice, valuing how companies position themselves in socio-political terms. Associated with these concerns is the concept of woke washing. This article investigates its impacts on corporate reputation and consumer perception, analyzing concrete cases and academic evidence. The disconnection between communicated values and business practices can result in loss of credibility, negative financial impacts, and organizational crises. It concludes that authenticity is a critical factor for maintaining consumer trust and brand sustainability.