Can food and drink be woke?

I couldn’t help but stifle a chuckle this week when I heard that GB News proclaimed that the negroni is the drink of the woke. If that’s so, I say chin-chin. What a coincidence that it happens to be one of my favourites.

Can food and drink be woke?
Amy Thorne

Amy Thorne

Managing Partner & Founder

22 Aug 2023

With the so-called ‘culture wars’ swirling, brand positioning and partnerships have come under the spotlight and many planning teams feel nervous about getting on the wrong side of the right (and vice versa).

Too often the term ‘woke’ is used to denounce a movement that simply distils down to something simple; kindness. Perhaps comedy doyenne Kathy Burke said it best; “Being woke is a very decent thing; it’s about being a decent human being.”

Here are 4 simple ways to evoke the ‘woke’ in your comms.

  1. Stay Genuine: Avoid using social causes as mere marketing tools. Authenticity is key. If you stand for something, let it be genuine. In short, don't be a d*ck.
  2. Deep Dive into Insights: Truly inclusive communications are informed by deep, varied insights. Always ask: Are your insights surface-level, or are they deeply insightful? Make sure everyone feels represented and heard.
  3. Open-minded Approach: It's not enough to just send a message out; you must also listen. Avoid making assumptions about your audience. Stay curious, listen actively, and never be quick to judge.
  4. Educate & Adapt: Continuously educate yourself and your team on evolving cultural contexts. Be ready to adapt, evolve, and grow in the process. As times change, ensure your comms resonate with empathy and understanding.

Remember, at the heart of 'woke' is a call for understanding, respect, and kindness. What could be easier than that?

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