Unilever chief executive Alan Jope has hit out at brands engaging in 'woke-washing' in their marketing campaigns – in other words, brands promising to improve the world, and then failing to take decisive action.
Speaking at the Cannes Lions International Festival of Creativity, Jope said that there are currently "too many examples" of brand that are undermining purposeful marketing strategies "by launching campaigns which aren’t backing up what their brand says with what their brand does".
