“Pinkwashing” connotes that the effort is superficial and fake. That is, it’s advertising. There’s no serious commitment to underlying principles.
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“Why do you care so much?” — Stern asked — but the advertiser is always asking you to care — care, but only just enough. Don’t under- or over-care. Care the amount that makes you like the product and want to buy it. It’s hard to calibrate! Remember when Pepsi miscalculated?*
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