In this sixth episode, Dr. Paul Haynes from Royal Holloway Business School discusses "cultural appropriation" as a timely topic in the contemporary marketing discipline. Paul first explains what is meant by cultural appropriation with real-life examples and how it differs from just borrowing other cultures and its relevance to cultural repurposing. He then gives a range of real-life cases about cultural repurposing being implemented by different marginalized groups, and offers valuable advice to global brands in avoiding cultural appropriation and dealing with different cultural themes.