Consumers Are Wise to ‘Woke Washing’ - but Truly ‘Transformative Branding’ Can Still Make a Difference

Spry, AFigueiredo, BVredenburg, JKemper, JGurrieri, L2023-03-162023-03-162021-10-262021-10-26The Conversation, October 26, 2021. Retrieved from: https://theconversation.com/consumers-are-wise-to-woke-washing-but-truly-transformative-branding-can-still-make-a-difference-170190https://hdl.handle.net/10292/15978http://creativecommons.org/licenses/by-nd/4.0/Marketing; Brands; LEGO; Patagonia; New Zealand stories; Brand activism; Ben & Jerry's; WokewashingConsumers Are Wise to ‘Woke Washing’ - but Truly ‘Transformative Branding’ Can Still Make a DifferenceOther form of assessable outputOpenAccess