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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Stephanie Nerlich, CEO of Havas Creative, takes a moment to reflect on consumer outlooks and ideologies. Below, in her own words, she advises businesses and brands to authentically drive the meaningful action people are seeking.
With Pride in full swing this month, some companies are being accused of rainbow-washing—leaving many to question whether their color-laden merchandise, storefronts and ads are acts of allyship or attempts to lean into culture for capital gain.