![Woke washing? How brands like Gillette turn profits by creating a conscience | Advertising | The Guardian Woke washing? How brands like Gillette turn profits by creating a conscience | Advertising | The Guardian](https://i.guim.co.uk/img/media/61e36cfd326dcddf43b0025d370ff2eae1aff572/294_0_1332_799/master/1332.png?width=1200&height=630&quality=85&auto=format&fit=crop&overlay-align=bottom%2Cleft&overlay-width=100p&overlay-base64=L2ltZy9zdGF0aWMvb3ZlcmxheXMvdG8tZGVmYXVsdC5wbmc&s=b0729875b40ebce2bca0561ba4845ebf)
Woke washing? How brands like Gillette turn profits by creating a conscience | Advertising | The Guardian
![Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon](https://images.theconversation.com/files/290857/original/file-20190904-175682-1l92pfq.jpg?ixlib=rb-1.1.0&rect=116%2C271%2C4648%2C3049&q=20&auto=format&w=320&fit=clip&dpr=2&usm=12&cs=strip)
Where 'woke' came from and why marketers should think twice before jumping on the social activism bandwagon
![Get woke, go broke? Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief Get woke, go broke? Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief](https://asset-cdn.campaignbrief.com/wp-content/uploads/2019/08/02093239/Gillette-Best.jpg)
Get woke, go broke? Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief
Gillette - LAST CHANCE TO WIN A TRIP TO SUPER BOWL LIII! Many of today's top players received support from their fathers, other family members and their communities during their road to
![Gillette's 'The Best Men Can Be' campaign stirs up strong feelings of the wrong sort | Creative Moment Gillette's 'The Best Men Can Be' campaign stirs up strong feelings of the wrong sort | Creative Moment](https://www.creativemoment.co/imager/features/gillettes-the-best-men-can-be-campaign-stirs-up-strong-feelings-of-the-wrong-sort/2436/gillette-commercial_66bbdf7ed4f61d71755be29800c98e6e.jpg)
Gillette's 'The Best Men Can Be' campaign stirs up strong feelings of the wrong sort | Creative Moment
![Economics Explored: The Go Woke, Go Broke hypothesis w/ Darren Brady Nelson - EP139 on Apple Podcasts Economics Explored: The Go Woke, Go Broke hypothesis w/ Darren Brady Nelson - EP139 on Apple Podcasts](https://is2-ssl.mzstatic.com/image/thumb/Podcasts116/v4/33/ee/03/33ee0375-83f1-9d2f-7609-82ae0a2b583f/mza_5781561401417894329.jpg/1200x600wp.png)
Economics Explored: The Go Woke, Go Broke hypothesis w/ Darren Brady Nelson - EP139 on Apple Podcasts
![Get woke, go broke? Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief Get woke, go broke? Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief](http://d1j19yvx1huxho.cloudfront.net/thumbs/1c40c_0001.png)
Get woke, go broke? Gillette's 'toxic masculinity' ad via Grey New York haunts P&G as shaving giant takes US$8 billion writedown – Campaign Brief
![Woke washing? How brands like Gillette turn profits by creating a conscience | Advertising | The Guardian Woke washing? How brands like Gillette turn profits by creating a conscience | Advertising | The Guardian](https://i.guim.co.uk/img/media/efa2175237c4d062e6e539a3be9714f2faf1f1d3/23_0_1200_720/master/1200.jpg?width=700&quality=85&auto=format&fit=max&s=d072a8091adfb715645021cee38c880f)