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Opinion: Flying the rainbow flag needs to go beyond Pride month

Given the growing interest in brand communications that signal social impact, brands are moving towards embedding social and political issues into their advertising campaigns. The corporate world is taking any opportunity to showcase its ‘good citizen’ initiatives. By transitioning towards woke communications, household brands are going beyond the functional benefits of their products.   In an era of movements such as #MeToo and Black Lives Matter, brands are motivated to become so