I found myself reading an older article but was worth sharing as i believe it's topic of timely relevance in light of the current push for more sustainable efforts by both businesses and consumers (see https://theconversation.com/green-hypocrites-behaviour-change-in-a-consumerist-society-13002""""

An interesting virtual talk by Samuel Scott can be found via this link: https://www.samueljscott.com/2020/03/06/brand-purpose-cause-marketing/ as he addresses the difference between brand purpose, cause marketing and brand hypocrisy.

Here are also some opinion pieces and a journal article for context -

• https://www.marketingweek.com/mark-ritson-black-lives-matter-brands/
• https://hbr.org/2020/09/marketing-in-the-age-of-resistance
• Guvremont, A. (2019). Brand hypocrisy from a consumer perspective_ scale development and validation. Journal of Product & Brand Management.pdf

Is this an ongoing issue? Does hypocrisy only surround the controversial (topics and issues)? Are there behavioral mechanisms (behavioral nudging maybe, further conditioning?) to aid in the reduction of such corporate / brand hypocrisy as well as consumerskepticism?