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Deep Dive: ‘Go woke go broke’ is no longer true according to new research that found companies can embrace progressive values and pursue profit at the same time.  

The study examines campaigns like Gillette's take on “toxic masculinity” and Nike’s ad featuring Colin Kapernick, analysing the intersection of political agendas and what happens when brands tackle social issues, like racism, inclusion and diversity.  

In this episode of The Briefing, Helen Smith is joined by Dr Peter Underwood from Auckland Law School to unpack what woke capitalism is and how companies can find a middle ground in the market.  

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