#ChooseToChallenge Woke Washing in Women Empowerment

Is it expected of brands to walk the talk when it comes to taking a stand for a social cause? Or is it only a step to cash in on the said cause and be noticed amongst the top trending of twitter? A genuine 'call to action' towards addressing a social cause is a success when the impact matches the intent of any marketing campaign. And true intent becomes evident when there's a genuine wave of 'choosing to challenge'.

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