The phenomenon of the Washingtons or the generation of the awakened

Three quarters of Generation Z representatives have different values from previous generations and are more interested in sustainability and environmental friendliness. And that's exactly what they want from brands: they demand engagement beyond their business and an interest in timely topics that resonate in society.   

Unauthenticity, inconsistency and false or empty promises have negative consequences for a brand. The term whitewash is derived from the English "whitewash" or to cover up or obfuscate past deeds and mistakes. Nikola Klepáčková has chosen the following types of washing for her article and shows them in several examples from the practice of different brands:  

• Greenwashing - a company communicates about sustainability in order to distort its actual behaviour, or presents itself externally as sustainable far more than the reality and actual sustainability efforts   

• Pinkwashing - most associated with false support for the LGBTQ+ community  

• Brownwashing - the attempt by companies to pretend to support 'people of colour', while failing to implement anti-racist measures in their own business or otherwise contribute to the fight against racism in society  

• Purpose-washing - companies use their 'purpose', their reason for being, for commercial purposes, when it means nothing to them and is not their purpose   

• Woke-washing - the moment when a brand uses marketing to take a stand on a social or current issue and make a profit  

Unless brands are authentic, trustworthy and make consumers feel that they are engaged outside of their business, they simply won't be able to sustain themselves in the marketplace in the future because the next generation will prefer those who offer authenticity and accountability. And it's not just the so-called woke generation. Generation Z is waking up the rest of society with its loud and uncompromising attitude, concludes Nikola Klepáčková in her article.  

You can read the full article here.