Marketing’s ‘woke’ rebrand has ultimately helped the far right | Eugene Healey

Our industry must reckon with how we’ve trivialised activism by turning it into comms strategy – only to abandon itNobody likes to admit we need marketing, but the discipline has always been necessary to match people with the products and services that fulfil their needs and desires.It started simply enough, with us focusing primarily on brands’ features and tangible benefits. But as consumer society evolved, we moved on to symbolic benefits: identities, lifestyles. Finally, we