There are signs that woke capitalism is on the way out. Unilever, purveyor of the most right-on brand of the moment, Ben & Jerry’s ice-cream, will no longer ‘force fit’ all of its brand with a social purpose, following a backlash over the company’s ‘virtue-signalling’.

Hein Schumacher, who became Unilever’s chief executive in July, has said that for some brands, giving them a social or environmental purpose ‘simply won’t be relevant or it will be an unwelcome distraction.’