For some time now we have been observing the (DEI) Diversity, Equity & Inclusion trend and its effects in the marketing campaigns of various companies and corporations. These rules are a sign of the times we live in and correspond to the new social standards of the 21st century.
However, during our debate we will talk about cases where the idea of DEI has been distorted, perverted and ridiculed, and is now the cause of snide remarks and malicious comments. Have you heard of the term "Go WOKE, go broke"? You don't know what we're talking about? The new meaning of the word "woke" has been officially added to the renowned Oxford English Dictionary, and its definitions can now be found in many freely available dictionaries online.
This is not just an American phenomenon, although it is indeed the most visible on that market. It is also starting to affect Europe, and as a result, it will soon reach Poland (or maybe it has already reached us...?). Since the world is a global village, you will soon be able to hear about it everywhere. It is good to know in advance what is being talked about in social media discussions and at company events, and soon probably in academic discussions.
We will learn about companies that have not fully thought out their business strategy and have met (and are still meeting) negative reactions from customers who do not accept the new image of "their" brand (Budweiser Lite, Gillette, Victoria's Secrets, Disney). We will discuss cases of effective use of the "woke" strategy and learn about its spectacular effects (the movie "Barbie", the airline company United Airlines, the Apple concern, the Netflix platform).
<strong>So welcome to the debate on December 9, 10:10, room 38!</strong> Get to know the opinion of your colleagues and express your opinion when voting FOR or AGAINST the application of this principle in business. Who knows, perhaps participating in the debate will allow you to learn a number of arguments to use in the ongoing discussion on this topic on social media!
“Go woke, go broke?” – we invite you to the debate!
Are we witnessing a culture war in business and social relations? Have you heard of the term "Go WOKE, go broke"? During our debate, we will focus on the financial results (bottom-line) and marketing (corporate image) effects of applying the "woke" principle in business. Is it good or bad for business? Does it attract new customers or alienate existing core target groups? Does it enhance or harm the brand value? Should we use it widely or avoid it like the plague?
