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Creating ethical brand personas fit for a diverse world

Who are you talking to? If your answer to this question is: anyone and everyone, we've got some work to do. It's a statement I hear a lot. After all, if you can help everyone, why wouldn't you? But here's the thing: perhaps you could work with anyone, but will you always do your best work? Is there not a type of client you prefer over another? Even if your service or product can benefit any type of human, if you drill down a little deeper into where your heart really lies, you'll realise there i...