The carmaker also underlined its continued commitment to innovative and sustainable technology with its multi-billion dollar investment in Electrify America , an American charging network for electric cars.
From why to woke
Less than four years ago, brands like Airbnb and Uber were big game changers with their revolutionary why . Growing companies that played into the user’s interest in the belief behind the product with their contrary approach. The term game changer now has a different meaning. Brands not only need to have their why in order, but also be woke . uk whatsapp number They need to be awake: appropriately tap into the political and social issues that are relevant to the consumer.
You don't just become awake, or woke. You take a political position. That entails risks. On the one hand, you bind consumers from one camp, on the other hand, you alienate them. At the same time, making a bold choice also guarantees the creation of a strong story, with which you end up in a filter bubble and touch people in the heart.
Good examples of woke brands
Starbucks is a good example of a woke brand. After US President Donald Trump’s controversial Muslim ban, the coffee chain showed decisiveness. The company promised to recruit 10,000 new employees from refugees escaping war, persecution and discrimination.
Closer to home, we also see good examples. What about the Dutch Suitsupply? Not so long ago, the clothing brand received a wave of criticism after launching a new campaign with a gay theme. Within days, the company lost thousands of followers on social media.
On Instagram, Suitsupply dropped from over 368,000 to 356,000 followers. A big loss, you might say. Nothing could be further from the truth. Less than three months later, the number of followers stands at 409,000. In addition, you can conclude that the remaining and growing following has become even more loyal due to the brand's outspoken action.
screenshot suitsupply
Things can also turn out differently, as Pepsi's Black Lives Matter campaign showed. The unbelievable commercial featuring top model Kendall Jenner was demolished and criticized for cringe-worthy fake wokeness .