A couple of months ago, I wrote an article for afaqs on the challenges for brands trying to remain relevant by stepping into “woke” territory. To summarise, being selectively woke is not an option. Every action by an organisation is scrutinised, and sometimes, scored! Both McDonald’s and P&G were in the “danger zone” of being viewed as more exploitative than empowering. The former even got called out by NAACP for not supporting workers. However, this post is not to belabour that point, instead I’d like to hypothesise on the long term impact on consumption and brand building. (more…)
