should global brands join the protests?
- Written by Aisha Ijaz, Lecturer in Marketing, Edge Hill University
Brandless on Gaza. BashigoUS doughnut chain Krispy Kreme has been involved in a humanitarian fundraiser for Palestinians in Gaza, putting itself on the same side as millions of protesters around the world. This might sound unsurprising in an era when global brands regularly align with popular causes, but virtually none has wanted to touch Gaza.
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