Brand activism

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Brand activism refers to the practice of businesses taking public stances on social, political, economic, or environmental issues, with the aim of contributing to societal change [1] . Unlike traditional corporate social responsibility (CSR), which often focuses on philanthropy and internal ethical practices, brand activism involves actively addressing contentious social or political issues, [2] such as systemic racism, reproductive rights, gun control, LGBTQIA+ rights, immigration, sexual harassment, and public health. [3]

Contents

In Brand Activism: From Purpose to Action [4] , Philip Kotler and Christian Sarkar define brand activism as follows:

"Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society; it is driven by a fundamental concern for the biggest and most urgent problems facing society." [4]

Brand activism can be progressive, advocating for social justice and equality, or regressive, as seen in companies lobbying for policies that uphold the status quo or resist systemic change. [4] However, brand activism reflects a shift from general ethical branding or shock advertising to more explicit engagement with divisive socio-political problems. This marketing strategy is inherently more confrontational and advocacy-oriented. It entails aligning a brand’s identity with specific societal causes and making public, often bold, statements that may polarize audiences. [5]

Current problems facing society typically drive companies towards brand activism. [6] yet Sobande’s work explores whether these efforts prioritize social change or merely enhance brand equity. Once a brand sides with a cause, consumers expect it to not only support the cause publicly but also actively contribute to the cause's initiatives. [7] This criticism highlights the need to hold brands accountable, ensuring that their activism moves beyond performative gestures to genuinely address systemic issues. [8]

History

Brand activism is not a new concept, with early examples dating back to the late 20th century. Companies like Ben & Jerry’s (founded in 1978), The Body Shop (1976), and Benetton (1965) are often cited as pioneers in aligning their business practices or marketing campaigns with social and environmental causes. Benetton, in particular, became known for its provocative advertising campaigns that addressed issues such as racial diversity, AIDS awareness, and global conflict, [9] often sparking debate and controversy. [10] These brands emerged during the era of Generation X, whose independent and socially conscious values helped shape their approaches. However, these early examples differ from contemporary brand activism, which is shaped by the influence of social media and heightened consumer awareness. [3]

Social and Cultural Drivers

Social Media

Social media platforms such as Instagram, Twitter, and Facebook have become critical tools for brands engaging in activism. These platforms enable companies to reach global audiences and participate in real-time conversations about pressing societal issues. Hashtag activism, such as the use of #BlackLivesMatter, has been instrumental in helping brands amplify their messages and align themselves with social movements. [11]

Millennials and Generation Z

Millennials and Generation Z have significantly influenced the rise of brand activism. These generations prioritize social and environmental values and expect businesses to demonstrate genuine alignment with these principles. They often demand that brands take active roles in addressing critical societal challenges, making activism an essential component of modern branding strategies. [7]

Consumer Behavior

Consumer behavior research highlights that individuals are more likely to support brands that reflect their personal values. This creates a financial incentive for companies to engage in activism, as aligning with societal causes can strengthen brand loyalty and appeal to socially conscious consumers. [4]

Notable Examples

Black Lives Matter

In 2013, #BlackLivesMatter was established. This gave rise to companies using hashtag activism to show public support for causes. [11] Several brands, such as Ben & Jerry's and Glossier, shared the hashtag on their social media accounts as a way to declare solidarity against police brutality. [11] In 2018 Nike advertised the celebrity endorsement of former NFL quarterback Colin Kaepernick, a strong supporter of BLM. Consumers had mixed reactions to their campaign-ad slogan "Believe in something. Even if it means sacrificing everything." Some supported Kaepernick while others burned their Nike merchandise in retaliation. [1]

COVID-19 pandemic

During the COVID-19 pandemic, many brands engaged in brand activism, aligning themselves with societal challenges amplified by the crisis. [7] Critics argue, however, that much of this activity was performative, with brands using the language of care and solidarity primarily to maintain consumer loyalty rather than to address the systemic inequities worsened by the pandemic. [12] Campaigns often focused on messages of resilience and unity, such as "we’re all in this together," while failing to acknowledge the disproportionate impact of COVID-19 on marginalized communities. [13] This approach raised concerns about the commodification of social responsibility and highlighted the limitations of brand activism in fostering substantial progress during a global health emergency. [14]

Criticism

Brand activism is often criticized for its potential to:

See also

References

  1. 1 2 Manfredi-Sánchez, Juan-Luis (October 2019). "Brand activism". Communication & Society. 32 (4): 343–359. doi: 10.15581/003.32.4.343-359 . S2CID   243411470.
  2. 1 2 Moorman, Christine (2020-10-01). "Commentary: Brand Activism in a Political World". Journal of Public Policy & Marketing. 39 (4): 388–392. doi:10.1177/0743915620945260. ISSN   0743-9156.
  3. 1 2 3 Vredenburg, Jessica; Kapitan, Sommer; Spry, Amanda; Kemper, Joya A. (2020-10-01). "Brands Taking a Stand: Authentic Brand Activism or Woke Washing?". Journal of Public Policy & Marketing. 39 (4): 444–460. doi:10.1177/0743915620947359. ISSN   0743-9156.
  4. 1 2 3 4 Sarkar, Christian; Kotler, Philip (2020). Brand Activism: from purpose to action. Erscheinungsort nicht ermittelbar: Idea Bite Press. ISBN   978-1-7342441-1-3.
  5. 1 2 Cammarota, Antonella; D'Arco, Mario; Marino, Vittoria; Resciniti, Riccardo (2023). "BRAND ACTIVISM: A Literature Review and Future Research Agenda". International Journal of Consumer Studies. 47 (5): 1669–1691. doi: 10.1111/ijcs.12967 . ISSN   1470-6431.
  6. ↑ "WHAT IS BRAND ACTIVISM? – ActivistBrands.com" . Retrieved 2021-11-29.
  7. 1 2 3 "Why Brand Activism Will Be Here to Stay, Long After 2020". www.triplepundit.com. Retrieved 2021-11-30.
  8. 1 2 Scalvini, Marco (2025). Brand activism: advertising and the ethics of visibility. Routledge critical advertising studies. Abingdon, Oxon ; New York, NY: Routledge. ISBN   978-0-367-61661-8.
  9. ↑ "Historical Campaigns | Benetton Group". www.benettongroup.com. Retrieved 2025-01-04.
  10. ↑ Duffy, Eilidh Nuala (2017-12-08). "Benetton's Most Controversial Campaigns". British Vogue. Retrieved 2025-01-04.
  11. 1 2 3 "How Effective is Brand Activism on Social Media? | PRLab: Student-Staffed Public Relations Agency". www.bu.edu. Retrieved 2021-12-02.
  12. ↑ Sobande, Francesca (2023). Consuming crisis: commodifying care and COVID-19. Social science for social justice. Los Angeles (Calif.) London: SAGE. ISBN   978-1-5297-9396-3.
  13. ↑ Shabbir, Haseeb A.; Hyman, Michael R.; Kostyk, Alena (2021-06-01). "A Macromarketing Prescription for Covid-19: Solidarity and Care Ethics". Journal of Macromarketing. 41 (2): 181–193. doi:10.1177/02761467211001544. ISSN   0276-1467.
  14. ↑ Sashittal, Hemant C.; Jassawalla, Avan R.; Sachdeva, Ruchika (2023-05-01). "The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors". Journal of Brand Management. 30 (3): 245–260. doi:10.1057/s41262-022-00301-w. ISSN   1479-1803. PMC   9795452 .
  15. ↑ Sobande, Francesca (2019-01-01). "Woke-washing: "intersectional" femvertising and branding "woke" bravery". European Journal of Marketing. 54 (11): 2723–2745. doi:10.1108/EJM-02-2019-0134. ISSN   0309-0566.
  16. ↑ Mukherjee, Sourjo; Althuizen, Niek (2020-12-01). "Brand activism: Does courting controversy help or hurt a brand?". International Journal of Research in Marketing. 37 (4): 772–788. doi:10.1016/j.ijresmar.2020.02.008. ISSN   0167-8116.
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