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In recent years, businesses have recognized the importance of addressing societal changes in their ad campaigns and marketing. However, critics are calling out "woke washing," where brands make social issue statements without actually changing their own culture. The advertising industry, for example, is criticized for lacking diversity, with executives being predominantly white. To effectively address social change and diversity, companies need to focus on intent and authenticity in their actions and statements. Making external statements supporting social movements is good, but it needs to be backed up with real change within the organization.
