An example is the case of Pepsi. In an effort to join the USA Phone Number List Black Lives Matter movement and appeal to a younger audience, Pepsi launched a commercial starring model and influencer Kendall Jenner. The commercial was widely criticized, was quickly withdrawn, and Pepsi apologized for it. The brand has been accused of woke washing because there is no supporting evidence of genuine involvement in this theme. SPAR is a USA Phone Number List Dutch supermarket chain with stores all over the world. The brand positions itself as the center of the neighborhood and a supermarket where everything can be found. Words such as convenience, cozy, enjoy and friendliness comes to the fore. This is further apart from the USA Phone Number List from the character of a brand that wants to bring about system change.

According to researchers Vredenburg et al. (2020), authenticity is USA Phone Number List about preserving the brand essence. It must be clear that the statement stems from intrinsic motivation and genuine involvement. This can only be achieved USA Phone Number List by staying consistent in your core message and actions, building credibility over time. The market response survey looked at the importance of authenticity and a match between existing brand identity and point of view. We selected the two existing brands USA Phone Number List Marqt and SPAR.

Marqt is a small supermarket chain that is mainly active USA Phone Number List in the larger cities. The supermarket brand aims to positively influence people's consumption behavior by selling sustainable products. On the About Us page, Marqt takes an activist approach: “The current food system harms our environment and the quality USA Phone Number List of our food. It has to change, but our system is pretty stuck: only together can we get it moving”. Social mission is woven into Marqt's identity. That the brand is not satisfied with the USA Phone Number List status quo is immediately clear from the first meeting.