As a marketer here's the deal. A brand can be "woke" and be socially conscious. When they do that though, and this is where people get tripped up, they're openi

As a marketer here's the deal. A brand can be "woke" and be socially conscious. When they do that though, and this is where people get tripped up, they're opening themselves up to an incredible amount of scrutiny that most legacy brands frankly aren't prepared to deal with. So as a marketing strategy it works, but it doesn't work as ONLY a marketing strategy. The entire organization has to be aligned on that messaging otherwise someone can and will figure out where you falter and attack you relentlessly for it. It's why it works for someone like allbirds, but blows up in Blizzards face when they grand stand on something like gay rights but then kowtow to Chinese party lines. Another good example is Nike and Kapernick campaign while also using sweatshops in SE Asia. Nothing enrages anyone quite as much as hypocrisy, especially the kind of person that would choose to support a brand based on their social stances. tl;dr when you posture as a pillar of morality people will call you out if you aren't consistent.