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The worst thing an advertiser can do is “greenwash” their ads with a pretense of truly aligning their brand with the issue or grab a current issue like “Covid” as a way to showcase unrelated products with no real commitment to the issue. Audiences are too savvy today to believe such tactics, so the ads have no lasting impact. Showcasing brands and products within a company’s long-term commitment to helping fix an issue, showing genuine concern and passion toward that issue, is highly effective.