#SMWNYC

May 5-7, 2020




Woke-washing and Gen Z: Authenticity Now!

Hosted by DoSomething Strategic

  • Wednesday, May 6, 2020

  • 10:05 AM - 10:30 AM

  • Venue: Sheraton Times Square

  • Track: Brand Leadership



Cause marketing is a trend here to stay. Brands know young consumers expect them to take a stand on key issues. It’s this motivation that fuels brands like Nike, Gillette, and Burger King coming forward with big ads, while CEOs behind Levi’s and Dick’s Sporting Goods make waves with bold statements of their own. Purpose is king, but is it working with young people? TL;DR: It’s not. Despite this, Yet more companies are throwing their hat in the ring—the corporate takeover of Pride is a shining example. Yet if authenticity isn’t there (cough, Victoria’s Secret), brands will get called out. So how to get it right?

In this session, join DoSomething Strategic Director Mary Noel as she explores this topic tapping into insights from a company survey of 2,000 Gen Zers from across the country, only 12 percent of which had top of mind associations with brands standing for a cause.

Attend this session and learn:

  • Who Gen Z is and why brand purpose matters for this generation now more than ever
  • How to break through the noise and ensure cause marketing is resonating with young consumers
  • How a social impact platform (done right!) can fuel true community that is the key to brand loyalty

Event Location



Social Media Week

Woke-washing and Gen Z: Authenticity Now!

May 6, 2020 - 10:05 AM - 10:30 AM

Hosted by DoSomething Strategic




Mary Noel

Mary Noel

Director, DoSomething Strategic

marynoel_