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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