Brand Activism: When Brands Take a Stand.
In today’s corporate landscape, brand activism is emerging as an increasingly relevant marketing strategy.
This approach sees companies taking a public position on controversial social, political or environmental issues with the aim of promoting positive changes in society.
Unlike traditional corporate social responsibility, brand activism goes further by addressing divisive and often polarizing issues.
Companies no longer simply minimize their negative impact, but actively engage in influencing public debate and stimulating change.
This evolution reflects the growing expectations of consumers, particularly younger generations, who want to see the brands they support align with their values.
According to a study by Cone Communications, 91 percent of Millennials would switch brands to support one that supports a cause they believe in.
However, brand activism is not without risk. Companies must be authentic and consistent in their actions, otherwise they risk being accused of“woke-washing” or opportunism.
A case in point is the Pepsi campaign featuring Kendall Jenner, which was widely criticized for trivializing important protest movements.
On the other hand, when done well, brand activism can lead to extraordinary results.
Nike, with its “Just Do It” campaign featuring Colin Kaepernick, has demonstrated how taking a strong stand on controversial issues can strengthen the emotional connection with consumers and increase sales.
To effectively implement a brand activism strategy, companies must:
- Choose causes aligned with brand values and relevant to your audience.
- Be transparent and authentic in their motives and actions.
- Prepare clear and consistent communication across all channels.
- Be prepared to handle any negative reactions.
- Measure the impact of their initiatives, both in terms of social change and business results.
In conclusion, brand activism represents a new frontier for companies that want to stand out and create a deeper connection with their consumers.
However, it requires a thoughtful approach and genuine commitment. Brands that successfully navigate these waters can not only improve their reputation and business results, but also contribute positively to social change.
Books
We point you to the book “Brand Activism” by Philip Kotler and Christian Sarkar published by Hoepli
