To Avoid “Woke Washing,” Brands Should Focus on Transformative Branding Instead
The Fashion Law
OCTOBER 28, 2021
Our research introduces the idea of “transformative branding,” which involves companies working with customers, communities and even competitors to co-create brands that lead on both market and social fronts. Elsewhere in the market, Lego declared it would promote inclusive play and address harmful gender stereotypes with its toys.
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