Comment on emerging trend around anti-woke brands.

Basically, it stems from the premise that brands who take on a higher social purpose as part of their value proposition risks dividing their customer base, especially when it is perceived as either disingenuous or compromising individual expression.

Putting personal politics to one side, I'd love to hear your thoughts around how brands aligning themselves along a social cause can fragment the customer base, and whether this is either a temporary phenomenon or something that will continue to grow.

For mine, I see this as becoming a permanent addition to how we perceive and receive brand messaging, as it will act as both as an incentive and a disincentive. But looking forward to your thoughts.