South Africa, March 20 -- You don't have to shy away from using your social awareness or 'wokeness' to grow your business. In fact, it might do better if you do.
This is according to Tarryn Abrahams, founder of lingerie subscription service Boudoir Box, who presented a seminar at the recent Seamless Southern Africa conference in Cape Town.
"When I started my business I didn't just want to be wildly successful, I also wanted to be a voice for the unheard and a champion for social cohesion," she says.
Just do it
She advises brands to take a cue from British-American author Simon Sinek, who in a 2009 Ted Talk, said: "People don't buy what you do; they buy why you do it."
Abrahams uses the Pepsi-Kendall Jenner debacle in comparison to Nike...