Brand activism

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. 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, such as systemic racism, reproductive rights, gun control, LGBTQIA+ rights, immigration, sexual harassment, and public health. Moreover, this research underscores that both for-profit and non-profit organizations engage in activism to break down barriers and challenge the status quo, showing that activism is not confined to corporate entities but also extends to mission-driven organizations seeking systemic change.

In Brand Activism: From Purpose to Action, 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."

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. 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.

Recent research suggests that for brand activism to have a positive impact on brand equity, organizations—both for-profit and non-profit—must demonstrate brand bravery, which refers to their willingness to take a clear, unwavering stance on sociopolitical issues, even at the risk of alienating some stakeholders. This approach helps mitigate perceptions of brand hypocrisy, as audiences are more likely to trust a brand that remains consistent in its activist commitments. Additionally, the concept of simplicity sacrifice highlights that effective brand activism requires more than just surface-level messaging; brands must be willing to make tangible sacrifices, such as financial investments, operational changes, or policy shifts, to support the causes they advocate.

Current problems facing society typically drive companies towards brand activism. 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. This criticism highlights the need to hold brands accountable, ensuring that their activism moves beyond performative gestures to genuinely address systemic issues.