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The danger of cute, woke moves

(Source: @michaeljberlin via Twenty20)
Brands that make changes to signal their ‘wokeness’ without backing up the message with meaningful action risk reputational damage not only to themselves but also to progressive movements. Turning the M in your brand logo upside-down so it resembles a W to celebrate International Women’s Day is a cute, attention-grabbing move. But it is just empty symbolism unless the brand can outline how it practises celebrating and empowering women during the other 364 days of the year.  Posting a blac
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