Here my thoughts on woke-washing; acting to appear more acceptable to socially conscious consumers. Outing cynical bullshit.
“Mark Borkowski, a branding expert, said: “There’s nothing wrong with having a purpose and a drive, but it has to run through every element of your brand.
“The younger generation are much more aware that they’re being marketed to. Every brand wants that immediate idea that’s going to lift them above the noise, but the messaging and authenticity – really making a change – isn’t easily achieved in the blink of an eye. We all end up even more cynical.”