Research shows ad campaigns that are more inclusive have a positive impact on profits, sales and brand worth
The cringe factor can be high when an established brand suddenly aligns itself with up-to-date values. It did not appear to work well for Gillette, which suffered a public backlash five years ago to its “toxic masculinity” advert, or for Marks and Spencer when it brought out an LGBT rainbow- coloured sandwich to mark Pride.
But new academic research carried out for the advertising industry suggests that “Go woke, go broke”, the snappy catchphrase devised by rightwing groups as a warning to brands, has got it all wrong.
About Author
More Stories
Rupert Murdoch’s Dow Jones and New York Post sue AI firm for ‘illegal copying’
What does Elon Musk want from all this politicking?
Norway to increase minimum age limit on social media to 15 to protect children