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'Woke-Washing' Is The Latest Trend For Companies Appealing To The Socially Conscious Consumer

More and more companies are aligning themselves with social causes in a bid to appear socially conscious. However, these companies don't always fully back the cause they say they support.

In some instances, they only grab on to an idea to turn a profit but don’t actually support the cause at all. This is known as “woke-washing.”

Elizabeth Castillo is a professor at ASU’s College of Integrative Sciences and Arts and she’s looked at this company behavior. The Show spoke with her and started off by asking her to define what “woke-washing” is and when it happens.

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Mark Brodie is a co-host of The Show, KJZZ’s locally produced news magazine. Since starting at KJZZ in 2002, Brodie has been a host, reporter and producer, including several years covering the Arizona Legislature, based at the Capitol.