Mike is joined by Barry Urquhart, the Managing Director of Marketing Focus, to provide valuable insights into the motivation behind companies risking potential backlash when supporting woke agendas.

This arises in the context of a recent controversy involving an Australian-founded Rip Curl surfwear label. The brand faced criticism after featuring a trans woman in a marketing campaign for its Rip Curl Women arm.

The backlash was immediate, with outraged customers publicly destroying Rip Curl clothing and accessories.

Some even likened this incident to Rip Curl’s ‘Bud Light moment,’ drawing parallels with the boycott initiated against a leading beer brand in the United States.

This boycott was triggered by the brand’s sponsorship campaign involving actress and TikTok personality Dylan Mulvaney, a transgender woman.

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