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Bowl Leader
I’ve found the easiest way to judge how much a brand is truly committed to change is look at the credits on the piece(s) they’re using to pivot. If they are truly serious about changing, you see that they’ve utilized plenty of underrepresented vendors and talent credited on the creation of that project, and it’s well-funded. If not, it’s an instant “tell” that it’s just superficial wokewashing.
Define unethical?? Do you mean unethical business practices or more so inauthentic in actually wanting to help underserved communities?
I’ve carved a niche out for myself in purpose-led campaigns and am able to pick and choose which clients I spend time on outside of my core clients. That said, I don’t choose to work on brands I believe are truly unethical. Some brands are problematic and may have been inauthentic in their delivery in the past, but I’d at least give those a chance to see if they’re trying to pivot and become authentic. I don’t like vanity campaigns and if I see a brand that is doing something for the clout or aesthetics, I usually put in my upfront slides or recommendation that they need to go deeper, explain why, and detail the many risks or inauthentic storytelling or clout chasing.