Woke Brand: From Selling Products to Fixing Society's Deep Issues

Abas Mirzaei, a faculty assistant professor in branding at Macquarie Business School, observes that woke branding has become the new wave that brands can no longer avoid. Avoid going woke, and your brand risks irrelevancy, especially with younger consumers. Go woke, and you’re likely to experience a backlash.
Until relatively recently, people wanted to buy high-quality cameras, reliable cars, and durable shoes and active wear. Today, however, many people want to buy a camera (to capture sce...