Thanks for logging in.

You can now click/tap WATCH to start the live stream.

Thanks for logging in.

You can now click/tap LISTEN to start the live stream.

Thanks for logging in.

You can now click/tap LATEST NEWS to start the live stream.

LISTEN
Watch
on air now

Create a 2GB account today!

You can now log in once to listen live, watch live, join competitions, enjoy exclusive 2GB content and other benefits.


Joining is free and easy.

You will soon need to register to keep streaming 2GB online. Register an account or skip for now to do it later.

Advertisement
Advertisement
Advertisement

Why do companies risk backlash to support woke agendas?

Mike Jeffreys

Mike is joined by Barry Urquhart, the Managing Director of Marketing Focus, to provide valuable insights into the motivation behind companies risking potential backlash when supporting woke agendas.

This arises in the context of a recent controversy involving an Australian-founded Rip Curl surfwear label. The brand faced criticism after featuring a trans woman in a marketing campaign for its Rip Curl Women arm.

The backlash was immediate, with outraged customers publicly destroying Rip Curl clothing and accessories.

Some even likened this incident to Rip Curl’s ‘Bud Light moment,’ drawing parallels with the boycott initiated against a leading beer brand in the United States.

This boycott was triggered by the brand’s sponsorship campaign involving actress and TikTok personality Dylan Mulvaney, a transgender woman.

Download this podcast here

Mike Jeffreys
Advertisement