Brand Activism or Performative Marketing? An exploration of 'woke washing' within fashion brand marketing and its effects on consumer behaviour.

This research aims to explore how fashion brands engage with social and political issues in their marketing and how this influences consumer perceptions and purchasing behaviour. The study will examine whether consumers perceive these brand activities as authentic or primarily as a marketing tactic. You will be asked to answer a short survey with statements about fashion brand marketing activism, and consumer behaviour. The survey should take approximately 5 minutes to complete. Participation is completely voluntary. You may withdraw at any time before submitting the survey by closing your browser. The survey is anonymous, and no personal identifying information (such as name, email, or IP address) will be collected. All responses will be stored securely and used only for the purposes of this research. Because the survey is anonymous, it is not possible to remove responses after submission. Contact for questions: For any questions about the research, please contact: G.Abbey2757@student.leedsbeckett.ac.uk By continuing to the survey, you confirm that you are 18 years or older, you have read and understood this information, and you consent to participate.

How old are you?

How interested are you in fashion?

How closely do you follow fashion brands or trends?

On average, how much do you spend on fashion related products each month?

Do you find that fashion brands incorporate social and political views into their branding?

Where, if at all, do you see brands expressing social and political views?

I do not notice fashion brands incorporating social and political views

Social media platforms

Advertising campaigns

Brand websites or mission statements

Product designs, slogans or logos

Influencer partnerships

In-store displays or experiences

Other (please specify)

When fashion brands take public stances on social or political issues, it helps them remain relevant

Some fashion brands engage in activism primarily for financial gain

If I feel that a fashion brand's activism is performative, it negatively affects my trust in the brand

Performative activism such as green-washing, woke-washing or diversity tokenism shown in fashion brand campaigns feels insincere

(Woke-washing and Green-washing = When a company shows that they care about social and environmental issues without taking any real action.)

(Diversity tokenism = When a company shows a small number of underrepresented groups to appear inclusive, whilst making no real efforts to support diversity.)

Authenticity is important to me when supporting fashion brands

Genuine activism increases my loyalty to a fashion brand

I am more likely to purchase from a fashion brand when they take a similar social or political stance as me

Fashion brand activism feels more authentic when it is supported by clear, measurable actions

Fashion brands that only engage with activism during key cultural moments feel less authentic

Cancel culture is relevant within the fashion industry

Which of the following makes brand activism feel most credible to you?

I do not notice fashion brand activism

Social media campaigns

When they donate a percentage of their profits to the affected cause (charity work)

Influencer collaborations that are relevant to the cause

When brands share real stories about people or communities affected by the issue

Clear, long-term commitment to the cause

Transparency reports

Other (please specify)

Thank you for your time and for participating in this survey.
Your input is valuable and all responses will remain anonymous.

Redeem the following Survey Code at https://www.surveycircle.com and get free survey participants through SurveyCircle. The Survey Code is: L3K7-GZS1-NX2Q-UXYT