Corporates that supported the BLM movement following George Floyd’s death will likely argue that their outrage contributed to the guilty verdict against Derek Chauvin. The question is whether brands will continue the same level of public activism.

When George Floyd died after being pinned to the ground by US police officer Derek Chauvin in May 2020, the corporate world was quick to offer its support to the Black Lives Matter movement.

Verdict is in: People on the streets of Minneapolis react to today’s result in the trial of former police officer Derek Chauvin, found guilty of murdering George Floyd.

Some of the biggest brands in the world like Nike, Reebok, Amazon and Netflix all weighed in on police brutality and racism by adjusting corporate logos and taglines, and posting items on social media within days.

Fast forward…


In the months following the wave of social movements such as #BLM, a new trend has emerged where the public is increasingly gravitating towards a so-called ‘call out’ and ‘cancel’ culture.

This is being driven predominantly by the ‘brand public’ — those eager to create, promote and assign new values to a particular brand.

Threatening to boycott a brand and switching to competitors isn’t linked to the quality of offerings anymore. The “out of sync” brand and brand public values is all it takes to call out the brand for their perceived discriminatory practices.

With the spill over effect of…


Signalling they are ‘woke’ (awake to important social issues, discrimination and injustice), the corporate world is taking a proactive stance in the way it is responding to the Black Lives Matter movement.

Fast and frank: Nike’s anti-racism ad was even shared by its major rival Adidas when it was launched in response to the Black Lives Matter protests this month. Image credit: medium.com.

Household brands are going beyond functional benefits of their products and instead are showing the world a more meaningful and compassionate side to their corporate image.

Often wary of controversial issues, companies like Reebok, Nike, Twitter and…


The embrace of progressive causes by historically conservative corporations has generated heated debate. But, whatever the collateral damage, woke content appears to be winning over socially liberal younger consumers

Until relatively recently, the ‘woke capitalism’ phenomenon hadn’t attracted widespread attention in Australia. (‘Woke’ is an African-American term that indicates one is aware of social injustices; woke capitalism refers to corporations advocating that these injustices be addressed.) It was unclear if woke marketing campaigns would work — in the sense of shifting more units — down under because no such campaigns had aired in this part of the world.

Razor edge…

Dr. Abas Mirzaei

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