Brands under threat from ‘woke’ consumers as gap between marketing and audience widens

Press/Media: Research

Description

Research from Karen Middleton, found consumer activism against perceived dangerous portrayals of women – or any other group – posed a growing and serious threat to brands

Period17 Nov 2021

Media coverage

1

Media coverage

  • TitleBrands under threat from ‘woke’ consumers as gap between marketing and audience widen
    Degree of recognitionInternational
    Media name/outletinternetretailing.net
    Media typeWeb
    Country/TerritoryUnited Kingdom
    Date17/11/21
    DescriptionMajor brands risk losing wealth and power if they rely on old fashioned ideas in their advertising, thanks to the ‘woke’ generation calling them out.

    A study, led by Karen Middleton at the University of Portsmouth, found consumer activism against perceived dangerous portrayals of women – or any other group – posed a growing and serious threat to brands.
    Producer/AuthorPaul Skeldon
    URLhttps://internetretailing.net/themes/brands-under-threat-from-woke-consumers-as-gap-between-marketing-and-audience-widens-24034
    PersonsKaren Middleton