Consumers are wise to ‘woke washing’ – but truly ‘transformative branding’ can still make a difference
- Written by Amanda Spry, Lecturer of Marketing, RMIT University

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 sceptical should we be of so-called “brand activism”?
In recent weeks alone, Ben & Jerry’s has launched a...