Activism or opportunism? The demand for genuine representation in brand communication
DOI:
https://doi.org/10.34630/tth.v6i1.7278Keywords:
Brand Communication, Diversity and Inclusion, Perceived Authenticity, Woke Washing, Ethical Leadership, Identity ConsistencyAbstract
This article analyses how brand communication responds to the social demand for representation and inclusion, sustaining that the representation of minorities is only effective when recognized as authentic, avoiding “Woke Washing” and the disconnect between external discourse and internal practices. The analysis focuses on four fundamental pillars: alignment between narrative and institutional values, inclusion in human resources management, the role of ethical leadership, and historical consistency. The discussion highlights that the lack of alignment between public discourse and corporate reality constitutes a significant reputational risk. It is concluded that diversity must be integrated as an identity-defining and structural imperative, rather than as a purely opportunistic strategy, with this coherence being the decisive factor in ensuring the legitimacy and value of the brand in modern corporate communication.
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