Performative marketing is what it sounds like: it’s when brands “perform” the role of being sustainable and ethical without backing up their claims with concrete actions. It can take on many different forms, from greenwashing to wokewashing, savior storytelling and tokenization. But what all of these have in common is that they aren’t accurate representations of brands. Lauren, Catherine, and Danielle explain why we need authentic narratives and how we can get there in this week’s episode of Unspun.
Authentic narratives require brands to understand where they’ve been, where they are and where they’re going. To tell authentic narratives, we have to interrogate who has the power to dictate how stories are told, as well as evaluate which stakeholders we are centering, not only in the stories we tell, but also in the audience we tell those stories to.
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