Business Pitch Dictionary by pitch.dog
Marketing disclosure, consent & dark patterns · Working

Woke-washing

Also called: performative activism

ELI5

Pejorative term for performative use of social-justice language without material commitment.

Used in conversation

“The draft mentions woke-washing, but the scope and jurisdiction are still unclear.”

Pitch context

You will see “Woke-washing” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches marketing disclosure, consent & dark patterns.

Why it matters: In marketing disclosure, consent & dark patterns, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Sources & evidence · 5

Direct term-level sources and supporting source families.