A 2017 ad for Procter & Gamble brand Vicks tells the story of an orphaned girl who is adopted by a transgender woman. Image: Still from Vicks’ Generations of Care video In today’s consumption-driven yet increasingly conscious world, you can walk into a supermarket and find Pantene shampoo empowering women to participate in sports; a Gilette razor telling men to be ‘the best they can be’; even tubs of Ben & Jerry’s ice-cream are calling on people to #resist . Welcome to the era of woke capitalism , a time when companies appear to have developed a conscience and are adopting socially-good, progressive messaging in their advertising to appeal to a new generation of consumers. The latest research on consumers from the millennial and Gen Z generation has revealed that more young people are looking for businesses that do more than infuse their brands with purpose. Companies are now expected to directly address and take action on hot button issues, as young consumers become more informed and empowered by their ability to access information and technology as never before. From television commercials to billboards, businesses are trying to inch themselves towards the right side history by taking a stand […]

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