Navigating the "Woke" Backlash: Strategies for Companies Supporting ESG Initiatives

Companies face a unique challenge in today's complex marketplace: balancing their commitment to environmental, social, and governance (ESG) issues while navigating the "woke" backlash. This backlash, driven by consumers who oppose perceived political or social agendas, can impact brand reputation and sales. However, with thoughtful strategies, businesses can overcome this challenge and maintain their commitment to responsible practices.

Understanding the "Woke" Backlash

"Stay woke" emerged from Black activism and music in the early 20th century, meaning heightened awareness or a call to vigilance against white supremacy. By the 2010s, it had entered mainstream use, linked to but separate from the criminal justice reform movement that swept America from the mid-2010s to 2020. Protesters and commentators often used “#staywoke” to signify alertness to systemic racism and other forms of oppression. Following George Floyd's murder, the mainstream absorbed the concept.

Like many things in media and politics, the term was put through a crazy machine, and now the right thinks "Woke"—much like "canceled"—signifies political correctness run amok, often used with a heavy dose of sarcasm. At a Republican National Convention, Rep. Matt Gaetz (R-FL) derided “woketopians,” lumping them in with socialists and Biden supporters, as if the meaning of "woketopian" was obvious to everyone.

In addition to all this confusion and the completely opposite meaning of the word, depending on what political rhetoric you subscribe to, Woke has been welded directly to the side of the ESG movement. TSC is woke! Run away!

Some consumers view corporate support for ESG issues as politically motivated or insincere, leading to a backlash against these companies. Addressing this sentiment is crucial for brands committed to sustainability and social responsibility.

One of the most effective ways to counteract backlash is through transparent and authentic communication. Consumers are more likely to support brands that genuinely align with their stated values and clearly articulate their motives. Consumers will not align with "astroturfing" or any fake grassroots exploiting social injustice movements with a profit motive. So be smart.

Strategy:

• Build Trust: Transparent and authentic communication can help build trust with skeptical consumers.
• Demonstrate Commitment: Articulate your motives and efforts to show that your commitment to ESG issues is genuine, not just a marketing ploy.

Take Action :

• Be Transparent: Share detailed information about your ESG initiatives, including goals, progress, and challenges.
• Be Authentic: Ensure that your company's actions align with your messaging. Authenticity is key to gaining and maintaining consumer trust.

If you're going to be naked, you better be buff.

Engaging Stakeholders

Engaging with stakeholders, including customers, employees, and community members, can help mitigate "woke" backlash. By involving them in your ESG initiatives, you can foster a sense of ownership and understanding.

I'm not suggesting #budlite should have run their ESG playbook by Kid Rock. I recommend standing at least 500 feet away from KidRock, in a bulletproof vest, behind concrete, and underground. But check if what you stand for aligns with your target audience. It's common sense ( is there any common sense anymore? - another post). Nobody shot up a case of beer when the Human Rights Campaign Foundation gave Bud Light's parent company, Anheuser-Busch, a top rating for LGBTQ+ equality. That's because of some good ESG hiring practices and community engagement. But you will remember that one Instagram post by a Transgender influencer, Mulvaney, set off a firestorm. An onslaught of anti-trans hateful rhetoric, a fully automatic KidRock meltdown, and calls for a boycott. BudLight pulled back from its position so fast that the Human Rights Campaign Foundation pulled its top rating from the parent company. The only legit endorsement they had.

BudLight followed the astroturf playbook: To combat the rising belief that they are vapid, spineless corporate hacks, they invent an ESG initiative to attract a younger, more inclusive generation. As soon as some jughead throws a tantrum, they cave faster than a coal mine in Florida, reaffirming to all involved that they are just the vapid, spineless corporate hacks people thought they were in the first place. Final result, over a billion in lost revenue. Don't be like Bud Light.

What you say is important. I've made a career of it. Do you? Do you believe it? Do you believe your company believes it? If you don't, don't say it. Not every brand can do this, and not every corporation is in business for the betterment of humanity. That is not a surprise. Don't pretend you are. It makes you untrustworthy, compounded by your questionable corporate citizenship ethics.

Strategy:

• Enhance Understanding: Involving stakeholders helps them understand the rationale behind your ESG efforts, reducing the likelihood of backlash.
• Foster Support: Engaged stakeholders are more likely to support your initiatives and advocate.

Take Action:

• Stakeholder Involvement: Involve stakeholders in the planning and execution of ESG initiatives.
• Open Dialogue: Create forums for open dialogue where stakeholders can share their perspectives and concerns.

If you want to change the way the world sees your organization, you first have to change the way your organization sees the world. Consider it due diligence.

Balancing ESG Goals with Core Business Values

While supporting ESG issues is important, balancing these goals with your core business values is equally critical. Could you make sure that your ESG initiatives are aligned with your brand identity and business objectives?

Strategy

• Remove Perception of Insincerity: Aligning ESG initiatives with core values helps reduce the perception that these efforts are insincere or purely for marketing purposes. Maybe you mean it?
• Strengthen Brand Identity: Use Consistent messaging and actions to reinforce your brand identity and values. The key word here is action.

Take Action :

• Align with Core Values: Make sure your ESG initiatives reflect your company’s core values and business objectives.
• Consistency: Maintain consistency between your ESG efforts and your overall brand messaging and actions.

ESG is not a project, job title, or marking play. It's a philosophy. If your company does not see it as such, you don't have to worry about being seen as woke by anybody. But you might want to consider leaving the company.

Responding to Criticism

Proactively responding to criticism can turn a potential backlash into an opportunity for dialogue and improvement. Address concerns directly and thoughtfully to show that you value feedback and are committed to continuous improvement.

Strategy:

• Be Responsive: Proactively addressing criticism demonstrates that you value consumer input and are committed to improving your practices.
• Build Resilience: Constructive responses to backlash can strengthen your brand’s resilience and ability to navigate future challenges.

Take action:

• Monitor Feedback: Monitor consumer feedback and public sentiment regarding your ESG initiatives.
• Proactive Responses: Develop a strategy for responding to criticism constructively and transparently. Be ready to take a stand and defend what you say you believe in.

Invite those who align with your values, and invite those who don't to (kindly) take a hike.

Conclusion

Woke may never be reclaimed as meaning a specific type of social awareness it started as or the synonym for empathy it evolved to.

Let the word die. "Woke" is an idea bigger than the semantics we use to describe it.

Navigating the "woke" backlash while supporting ESG initiatives is a delicate balance, but it is possible with the right strategies. By focusing on transparent and authentic communication, engaging stakeholders, aligning ESG goals with core business values, and responding proactively to criticism, companies can overcome this challenge and continue their commitment to responsible practices.

In the end, if some meanie calls you "woke," remember it means you have empathy for the experiences of others, or possibly they are refering to the effort your company is making to combat climate change. What kind of person sees that as an insult? Do you need them as a customer?

How is your company navigating the "woke" backlash while supporting ESG issues? Share your experiences and insights in the comments below.