Marketing corporativo na era da Cultura Woke

posicionamento de marca, mídias digitais e desafios de autenticidade

Abstract

This article analyzes the transformations in corporate marketing resulting from the rise of woke culture, associated with the expansion of debates on diversity, inclusion, and social responsibility within the business environment. The study aims to understand how this movement has influenced communication strategies, brand positioning, and contemporary organizational practices. The research is qualitative in nature, based on bibliographic and documentary review, and grounded in theoretical frameworks from the fields of marketing, communication, and digital culture. The findings indicate that companies have increasingly incorporated socially engaged discourses into their institutional identity, seeking alignment with emerging social demands and the expectations of more conscious consumers. However, the presence of superficial practices is also observed, compromising coherence between discourse and action and raising concerns about authenticity and reputation. It is concluded that the consolidation of sustainable strategies depends on the integration of institutional purpose, effective management practices, and transparent communication in order to strengthen brand credibility in the contemporary corporate landscape.