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Consumers are wise to ‘woke washing’ – but truly ‘transformative branding’ can still make a difference

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

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”?

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The New Pressure Gap Crushing Small Businesses

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