Consumers see through ‘woke washing’ — but real change is possible for brands

With brands increasingly engaging in social change campaigns and leveraging their influence to be “purpose-led”, the time has come to ask a couple of big questions: is this a viable strategy, and how skeptical should we be of so-called “brand activism”? In recent weeks alone, Ben & Jerry’s has launched a new ice-cream flavor called “Change is Brewing” to support Black-owned businesses and raise awareness of the People’s Response Act, proposed legislation to establish a new public safety agency in the US. Lego declared it would promote inclusive play and address harmful gender stereotypes with its toys. Mars Food rebranded…

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