 And to be clear, there's a difference between taking a political stance and being inclusive of diverse groups of people. But anything that could be seen as quote unquote woke has gotten more risky. But why did brands get political in the first place? And why were these last 10 years in ad land different from everything that came before? To find out more, I'm joined by Michael Serrazio, professor of communication at Boston University, who specializes in the study of advertising.