Woke washing: what happens when marketing communications don't match corporate practice
- Written by Jessica Vredenburg, Senior Lecturer in Marketing, Auckland University of Technology
A Nike ad campaign billboard features NFL quarterback Colin Kaepernick. EPA/Alba Vigaray, CC BY-ND
Brand activism has become the new marketing tactic of choice, and a brand’s stance on societal and political issues can offer a differentiating factor in a fast-paced corporate marketplace.
Historically brands have not engaged in social and...
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