Mega Trend Woke Culture

According to trend explorer, one of the current 17 Mega Trends is Woke Culture.

Social and environmental awareness is at an all-time high and has become one of the most important topics of conversation, especially in western societies. This brings new political challenges; most notably, this work brings significant challenges for brands.

Social media has empowered the consumer to speak out and pressure brands into meeting their demands of commitment and transparency. This pushes socially conscious brands with a deeper meaning that successfully communicate to rise above their competition.

Brands as acts of leadership

Today’s zeitgeist is focused mainly on topics like “Climate change. Inequality. Resource depletion. Overconsumption. [and] Humanitarian crises.” While the top brands keep succeeding in the market, amounting to over 2.6 trillion in value, creating an inflection point in which brands can own this advantageous position and become part of the much-needed solution for the before mentioned problems, using their influence and economical place to fight them.

Interbrand studies reveal that for a brand to be influential beyond consumption, it must be relevant in terms of presence, trust, and affinity. Meaning taking part in essential conversations plays a meaningful role and sustaining trust in their consumers.

“Again, [Interbrand’s] data provides valuable insight. Brands that are able to engage their audiences are those that show exceptional leadership – a clear direction, full alignment, empathy and understanding of constituents, and agility.”