MANILA – A survey conducted by Agile Data Solutions Inc. shows that Filipino consumers acknowledged that “woke” culture, or being aware and attentive to societal facts and issues, has influenced their purchasing behavior.
The data analytics company shared the survey results with the media on Monday, revealing that 51 percent of the 600 surveyed respondents said “woke” content they saw mostly on social media made them shift their focus on the seller of the products or services rather than the goods or service itself.
“Consumers are increasingly becoming conscious of a brand's values and integrity, and they are willing to make purchasing decisions based on these factors,” Agile Data Solutions co-founder Jason Gaguan said.
The survey noted that 44 percent of the surveyed consumers stated that they have a strong inclination toward brands that champion social justice causes, while 30 percent said they actively avoid buying from enterprises that had been “cancelled” or those who have experienced public backlash due to offensive or harmful behavior.
About 81 percent of the respondents said Facebook has been their chosen platform for discussing social issues, while the remaining 19 percent are split between TikTok and traditional in-person discussions.
Sixty-four percent of the surveyed consumers said they engage in woke discussions “to ignite conversations and awareness about social issues" and 43 percent of the respondents said they engage in cancel-culture content “to hold individuals or organizations accountable for their actions or statements”.
“Businesses and organizations should recognize these changing societal norms to better align their marketing efforts to stay relevant and connected to their consumers,” Gaguan added. (PNA)
