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Self-Serving Corporate Support of Social Causes Threatens Trust in Brands

Woke washing — the inappropriate use of social issues or causes for marketing gain — threatens to undermine well-intentioned cause-related marketing and weaken customer trust in corporations and brands.

More than a few surveys show that consumers want corporations to take stands on issues and promote social change. Many consumers, especially millennials, say they’re more likely to patronize businesses that support causes.

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