In this article, we discussed the meaning of the concept brand activism, the types, examples, challenges we also talked about the benefits.
Definition
Brand activism is when a company publicly takes a stance on social, political, economic, or environmental issues. The goal is to influence people’s attitudes and behaviors to create societal change.
How it works
Public speech and actions: Brands use their corporate or individual brand name to speak out on issues.
Campaigns: Brands create and sustain campaigns to influence consumers.
Transformation of communication: Brands change how they communicate and manage social responsibility.
Types of brand activism
Social activism: When a business takes a stand on a social issue
Environmental activism: When a business takes a stand on an environmental issue
Economic activism: When a business takes a stand on an economic issue
Political activism: When a business takes a stand on a political issue
Legal activism: When a business takes a stand on a legal issue
Authentic brand activism
When a brand’s actions match its messaging, values, and purpose
When a brand creates social change and marketing success
When a brand is perceived as authentic by consumers
Some examples of brand activism include:
Starbucks: Pledged to hire 10,000 refugees by 2022
Always: Ran the #LikeAGirl campaign
Ben & Jerry’s: Released a series of politically-inspired ice cream flavors
Google: Deleted the location history of people visiting abortion clinics
Calvin Klein: Ran a campaign that highlighted trans-inclusive motherhood
Halifax bank: Defended pronoun badges
Netflix: Tweeted in support of the Black Lives Matter movement
Patagonia: Engaged in social and political activism
Nike: Engaged in social and political activism.
Brand activism can be challenging because it involves public actions that can distance customers and damage a brand’s reputation.
Challenges
Separating customers: Customers who don’t agree with a brand’s stance may be alienated.
Inconsistent messaging: Inconsistent messaging or actions can make a brand seem hypocritical or opportunistic.
Negative public opinion: Public opinion on controversial causes can be argumentative and disparate.
Boycotts: Consumers may boycott brands they perceive as inauthentic.
Financial damage: Brand activism can lead to financial and economic damage.
Strategies
Authenticity: Brands should be authentic and transparent in their actions and messaging.
Careful selection: Brands should carefully select their commitments to sociopolitical issues.
Analysis and implementation: Brands should analyze and implement their activism strategy carefully.
benefits of brand activism:
Customer Loyalty:
When a brand aligns itself with a cause that resonates with customers, it can foster a deeper emotional connection, leading to increased loyalty and repeat business.
Positive Brand Image:
Actively supporting a cause can significantly improve a brand’s public perception and reputation, particularly among consumers who value social responsibility.
Employee Engagement:
When employees feel, their company is actively contributing to positive social change, it can boost morale, engagement, and pride in their work.
Attract New Customers:
Taking a stand on important issues can attract new customers who share the brand’s values and actively seek out companies with a social conscience.
Competitive Advantage:
In a crowded marketplace, brand activism can differentiate a company from competitors and stand out to consumers who prioritize ethical practices.
Social Impact:
By leveraging their platform and resources, brands can contribute meaningfully to social causes and create positive change in the world.
Important Considerations:
Authenticity:
Brand activism must be genuine and aligned with the company’s core values to avoid backlash from consumers who perceive it as disingenuous.
Thorough Research:
Before taking a stance on an issue, it’s crucial to understand the complexities of the topic and potential impacts on different stakeholder groups.
Engagement Strategy:
Actively engaging with customers, employees, and relevant communities around the chosen cause is key to maximizing the positive impact of brand activism.
Conclusion
Brand Activism consists of business efforts to promote, obstruct, or direct social, political, economic, and/or environmental reform or continuity with the desire to promote or delay improvements in society. The goal is to influence people’s attitudes and behaviors to create societal change.