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Opinion: The danger of cute, woke marketing initiatives

Turning the M in your brand logo upside-down so it resembles a W to celebrate International Women’s Day is a cute, attention-grabbing move. But it is just empty symbolism unless the brand can outline how it practises celebrating and empowering women during the other 364 days in the year.  Posting a black square on Instagram during Blackout Tuesday is a cute move. But it doesn’t have substance and is only symbolic – which can be a costly mistake. For instance, after launching its ‘Ra