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Dr Abas Mirzaei

Dr Abas Mirzaei is a senior lecturer in marketing at Macquarie Business School.

From the author

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...

Opinion: Are anti-Photoshop initiatives only skin-deep?

Instead of dissociating themselves from controversy the moment trouble arises, brands should focus on addressing the roo...

Opinion: The danger of cute, woke marketing initiatives

Posting a black square on Instagram during Blackout Tuesday is a cute move. But it doesn’t have substance and is only sy...

Opinion: Brands struggle to find purposeful responses to the Ukraine war

Retail has done well responding to crises lately with moves that make a positive impact, but the war in Ukraine is provi...

How your brand can avoid “rainbow washing” during Pride

What sets apart retailers that have effective campaigns to support the underrepresented is a long-term focus and a commi...

Award-winning Nike ad proves brands can’t get woke in two minutes

“Dream Crazy”, featuring Colin Kaepernick, won the title of the world’s Most Effective Ad last week. But the iconic sho...