A parody ad in France pokes fun at the young peoples’ skepticism of brand purpose messaging. While close to nine in 10 13-39-year-olds in the U.S. tell YPulse that buying products from brands that have social good components makes them feel better about spending money and that all brands should do some sort of social good/charitable work, Millennials and Gen Zs around the world remain skeptical of brand causes. In a recent study, French ad agency Babel found that three out of five French people are skeptical about brands that claim to do good or commit to a social purpose. In response, the agency released a parody commercial about an “effective and society-friendly” laundry detergent. “With greenwashing, women washing, pinkwashing, wokewashing and all the others, it hasn’t been easy to choose,” the ad cheekily explains. “Now, with Full Washing, we have the first brand with all these messages in one.” (Adweek)
