Brands are becoming more political with increasing power and influence

Brands are changing because they have to, or they will not be ‘real’ to the forthcoming generation of influencers. They are also being used as weapons in the now thoroughly frustrating political war between the US and China. Big Western brands have recently announced they would not be sourcing cotton from China’s Xinjiang province because of reports of forced labour. Landlords in China closed H&M shops, and other brands were targeted for the cold shoulder treatment. Logos of Western brands were even blurred out in TV and video stories.

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