Are beauty brands too ‘woke’ for consumers?

By Julia Wray | Published: 24-Mar-2022

Research shows 68% of consumers are uneasy about health and beauty brands promoting social causes

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Beauty brands throwing themselves behind a good cause might want to think twice about their messaging.

New research by Pull Agency reveals 68% of UK consumers are uneasy or unsure about health and beauty brands teaching and promoting ‘woke’ causes.

Part of this unease lies in a lack of authenticity or ‘woke-washing’, with one in four of the 2,000 participants surveyed believing support to be inauthentic.

When it comes to CSR (corporate social responsibility), the majority of respondents (58%) said they wanted health and beauty brands to ‘pay their taxes, treat people fairly, respect the environment and not use it as a PR opportunity’.

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