Is the business world sane again?
There are signs that woke capitalism is on the way out. Unilever, purveyor of the most right-on brand of the moment, Ben & Jerry’s ice-cream, will no longer ‘force fit’ all of its brand with a social purpose, following a backlash over the company’s ‘virtue-signalling’. Hein Schumacher, who became Unilever’s chief executive in July, has said that for some brands, giving them a social or environmental purpose ‘simply won’t be relevant or it will be an unwelcome distraction.’ He added: ‘I believe that a social and environmental purpose is not something that we should force fit on every brand.’ This report, in today’s Daily Telegraph, marks a significant U-turn for the manufactures of