How brands can overcome insecurities about ‘getting inclusion wrong’

Lameya Chaudhury, Head of Social Impact at Lucky Generals, outlines why it's not a fearless approach to social impact that gets brands in trouble, but instead the tokenistic half-measures.

As humans, fear can lead us to make some very strange decisions. And in a world where there is so much to be afraid of (as our 24-hour news cycle will have us believe), fear is becoming a key driver in so much of what we do.

For clients, in a world where everything they create or every decision they make can be pulled apart in the court of public opinion, fear of getting something wrong is driving too many bad decisions – at great cost to their business, their consumers and our industry.

Nowhere is this felt more keenly...

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