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Consumers are wise to ‘woke washing’ – but truly ‘transformative branding’ can still make a difference

By Amanda Spry, Lecturer of Marketing, RMIT University
Bernardo Figueiredo, Associate Professor of Marketing, RMIT University
Jessica Vredenburg, Senior Lecturer (Assistant Professor) in Marketing, Auckland University of Technology
Joya Kemper, Senior Lecturer in Marketing, University of Auckland
Lauren Gurrieri, Senior Lecturer in Marketing, RMIT University
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Being an ethical brand can be a complex and often slow process. But with authenticity and the right leadership it can work.

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