In Defense Of Woke Brands

The brands want you to know they are woke. In tweets, in commercials, in press releases this week the brands have been telling consumers they are mad as hell and they will not take it anymore. Black lives, the brands insist, matter. In many cases these performances have been cringeworthy, as my colleague Inae Oh called out the other day, lamenting the “familiar parade” of brands linking up with ascendant social movements.

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