advertising, black lives matter, Business, Colin Kaepernick, consumer trust, diversity, Dove, Edited by Heather Landy, Inclusion, kendall jenner, marketing, Pepsi, Racism, social justice, The Purpose of Companies, unilever, wokewashing

If everybody hates wokewashing, why do companies still do it?

In 2017, Pepsi made a big mistake.

An ad starring Kendall Jenner had the model join a stylish, multi-ethnic crowd that had taken to the streets to rally for an undetermined purpose, at once exploiting and erasing the Black Lives Matter protests on which the scene was based. (“Join the Conversation,” a prominent sign blandly reads, the subject of said conversation entirely unknown.) Jenner strides up to a police officer and offers him a can of soda, which he drinks, prompting the crowd to break out in cheers. The problem, whatever it was, is solved forever!

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October 22, 2020

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