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Katie Martell on Retail Remix
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Episode 54

The Truth About ‘Woke Marketing’

Featuring: Katie Martell, author and producer, Woke-Washed

Cause marketing. Purpose-driven marketing. Brands across industries are hearing these phrases more frequently as consumers seek to align with brands with similar beliefs.  
 
But brands that simply create one-off campaigns based on social holidays risk looking like performative allies. To help organizations navigate through this exciting (yet inundating) era of “woke marketing,” Katie Martell is studying the intersection of marketing and social issues.  
 
During this episode of Retail Remix, Katie shares her research from her documentary and book, both aptly called Woke-Washed, including the brands that are tackling this movement successfully. You’ll learn:

  • The social and economic issues impacting consumer behaviors today; 
  • How to identify “woke-washing” in your campaigns and strategies; and  
  • Best practices for aligning core values to social movements and issues.

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Retail Remix

The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Bi-monthly, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.

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