Randomized trial shows that congruent cues enhance brand activism perceived authenticity in ethnic consumers, suggesting effective advertising strategies.
Advertisers today must appear authentic in support of sociopolitical issues to avoid accusations of woke washing or the perception of failing to act for a cause it supports. Incongruent cues of alleged support with no accompanying evidence activate a negative response, which diminishes the perceived authenticity of brand activism (PABA). For racial justice issues like Black Lives Matter, PABA is contingent upon consumers’ ethnic identification strength. Applying ethnic identity and cue congruency theory, three studies using two social networks (Twitter and Instagram) demonstrate the superiority of cue congruent methods to promote authenticity. This research provides novel insight into brand activism and woke washing. Further, this research indicates that choosing an endorser congruent with the supported cause can counter a negative response to passive message content.
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Coleman et al. (2026) studied this question.
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