Gurjit Degun
Jun 19, 2019

Unilever's Alan Jope: 'Woke-washing' is polluting purpose

Work that promises to improve the world but doesn't take real action is 'infecting' the industry, Unilever CEO says.

Alan Jope

Woke-washing is threatening advertising’s credibility and trust, Unilever’s chief executive, Alan Jope, has warned.

Ad campaigns that promise to improve the world but fail to take real action are having a damaging impact on the industry, he told the Cannes Lions International Festival of Creativity today.

Jope explained that when purposeful marketing is done properly and responsibly, it can help restore trust in brands. However, he added, this is at an...

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