In the past decade, the landscape of societal norms and values has shifted significantly. Movements such as “woke” culture, #MeToo, and cancel culture have brought new challenges and considerations for companies in how they market their products and engage with consumers. This transformation reflects a deeper cultural sensitivity, which has, in turn, influenced corporate behavior, marketing strategies, and customer interactions.

Understanding the Movements

  • Woke Culture: Originally rooted in African-American vernacular English, “woke” refers to an awareness of social injustices and cultural issues. It has since evolved into a broader recognition of systemic inequalities, impacting everything from environmental policies to diversity in the workplace.
  • #MeToo Movement: Sparked in 2017, this movement against sexual harassment and assault has led to a seismic shift in how businesses handle gender dynamics and workplace behavior.
  • Cancel Culture: This involves the boycotting or calling out of individuals and organizations after they have done or said something considered objectionable or offensive. It is often seen as a form of social ostracism.

Marketing in the Age of Accountability

The rise of these movements has forced companies to rethink their marketing strategies. Brands are now more cautious and are investing in ensuring that their advertising is inclusive and sensitive to a wide range of social issues. This shift is partly due to the fear of backlash or being “canceled,” which can lead to significant financial and reputational damage.

  1. Inclusive Marketing: There is an increased emphasis on diversity and representation in advertising campaigns. Brands are featuring a wider array of people in terms of race, gender, sexuality, and body type to reflect a more inclusive society.
  2. Brand Activism: Companies are increasingly expected to take stands on social issues. Consumers, particularly younger ones, tend to align themselves with brands that share their values. This can be a double-edged sword, as taking a stand can sometimes alienate another segment of the consumer base.
  3. Transparent Communication: Honesty and transparency are more valued than ever. Companies are being careful about their claims and strive to maintain authenticity to avoid accusations of hypocrisy or “woke-washing”—wherein companies co-opt progressive themes for profit without incorporating real change.

The PayPal Example: The Dangers of Overreach

Companies like PayPal have faced criticism for how their policies can affect clientele based on the content or products they offer. For example, companies have been known to withhold funds or close accounts based on the nature of the transactions, which they might deem as not aligning with their corporate values or as potentially risky. This has sparked a debate about the balance between a company’s right to enforce its policies and the rights of businesses to operate without undue interference.

The Fear Factor

The potential for public and rapid backlash on social media platforms means that companies are more cautious than ever. They fear being called out for insensitivity or not supporting the right causes, which can lead to boycotts or a drop in customer loyalty. This “fear factor” can lead companies to engage in performative activism, where they may make surface-level changes or statements just to avoid controversy rather than implementing deeper systemic changes.


The intersection of marketing and social movements is complex. While it has propelled companies toward more ethical practices and greater inclusivity, it has also instilled a cautious approach to communication and branding. As society continues to evolve, so too will the ways in which companies market their products and engage with their customers, balancing between genuine change and strategic positioning in a rapidly changing cultural landscape.

Website | + posts