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Dr Abas Mirzaei

Dr Abas Mirzaei is a senior lecturer in marketing at Macquarie Business School.

From the author

Opinion: Flying the rainbow flag needs to go beyond Pride month

We know consumers can tell which companies ‘walk the talk’ on social justice campaigns; here are three standards the pub...

Opinion: Are anti-body editing initiatives only skin-deep?

Instead of dissociating themselves from controversy the moment trouble arises, brands should focus on addressing the ro...

Opinion: The danger of cute, woke marketing initiatives

Brands that make changes to signal their ‘wokeness’ without backing up the message with meaningful action risk reputatio...

Opinion: Brands struggle to find purposeful responses to the Ukraine war

Retail has done well responding to crises lately with moves that make a positive impact, but the war in Ukraine is prov...

Mardi Gras and retail: How your brand can avoid “rainbow washing”

What sets apart retailers that have effective campaigns to support the underrepresented is a long-term focus and a commi...

Award-winning Nike ad proves brands can’t get woke in two minutes

“Dream Crazy”, featuring Colin Kaepernick, won the title of the world’s Most Effective Ad last week. But the iconic sho...