Abstract
Brands are increasingly seen as agents of social change through brand activism, with some consumers expecting brands to use their moral authority to influence others. However, allegations of inauthentic brand activism, often referred to as “woke-washing,” present significant challenges and can undermine consumers’ brand perceptions. Across a pilot thematic analysis and four experimental studies, we offer insights into woke-washing and its consequences and provide guidance for effective brand response strategies. Findings suggest that brand response strategies perceived as high-effort (versus low-effort), particularly internal and external policy changes, mitigate the adverse effects of woke-washing allegations, regardless of firm size. Specifically, high-effort responses increase purchase intentions and positive word-of-mouth through a sequential process involving perceived brand communication authenticity and perceived brand morality. By distinguishing message-level communication authenticity from actor-level brand morality, the findings clarify how effortful recovery can help brands repair perceptions after woke-washing allegations.