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The urgency behind the world’s most pressing issues has intensified. From institutionalised racism to the climate disaster, people are demanding more action – and faster. Yet in the swell of rapid responses, cause-washing and clicktivism are leading to an oversimplification of complex challenges. Now that they’re better equipped to judge who is truly contributing to an equitable future, people are seeing through gestures of ‘brand purpose’ for what they can be – mere words.