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

Brands often engage and respond to society’s calls to become an agent of change and make a social impact. With a legitimacy-seeking motivation to ultimately secure their survival, brands tend to adopt two key legitimacy-seeking strategies when addressing social issues. They may passively conform to external pressures, or proactively adopt strategies to address social issues. Often brands find it convenient to take a passive approach by mimicking referenced behaviours of leading brands that tak