For a number of years, some of the world's biggest brands painted themselves as shining lights of progressive values. There was more to it than altruism, of course—at the time it was seen as good for business. But now retail experts are wondering if the winds are shifting. 

While "go woke, go broke" has always been a farcical maxim, it's worth asking why some companies have begun pulling back on showing off their dedication to social issues like diversity or sustainability, and what message that sends to their customers but also those watching where things might be headed...

GUEST: Emily Stewart, senior correspondent at Business Insider

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