Academy Of Ideas

Listen to the debate from the Battle of Ideas Festival 2019. Earlier this year, Gillette produced an advert aimed at challenging ‘toxic masculinity’. Although somewhat frivolous, the example illustrates a growing trend among the world’s biggest companies to weigh in on social issues. In perhaps the most infamous example of all, in 2017, Pepsi released an advert with Kylie Jenner healing divisions at a protest march. The advert was widely condemned for appropriating the legacy of the civil-rights movement. But many companies seem to genuinely care about social causes. Unilever, one of the world’s biggest companies, has made ambitious environmental commitments that are priorities at all levels of the company. For some observers, this is evidence of a genuine shift in how businesses think about their role, often underpinned by new generations of employees demanding change. But critics have condemned what’s been called ‘woke capitalism’ or even ‘wokewashing’. Are 'woke' corporations a cynical attempt to curry fa