Beyond Woke: How not to high-jack culture


So, you want to be an ethical brand and show how your product is changing the world.

Is this because you have a burning desire to ‘do good’? Or because the message is that younger audiences want socially responsible brands? It’s something our Brand Director, Krupali Cescau, has previously thought about here but in light of our latest Young Blood research we want to ask – Are you in danger of woke-washing?