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‘Woke-Washing’: Are Big Brands Cashing In On Social Activism? Analysis

Published on Jun 26 2019 8:57 AM in A-Brands tagged: Featured Post / Unilever / Brands / Paywall / Woke-Washing / Social Activism / Woke

‘Woke-Washing’: Are Big Brands Cashing In On Social Activism? Analysis

With discussion around the likes of equality and diversity becoming more prevalent than ever, retailers and consumer goods firms are eager to get involved in the conversation.

As brands increasingly seek to get consumers on board with thought-provoking marketing, however, are they really practising what they preach?

Last week, Unilever chief executive Alan Jope hit out at brands engaging in “woke-washing” in their marketing campaigns, namely brands using the language and imagery of social-justice movements to market their products, but failing to back them up with any decisive action.

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