👉🏼Brand Activism and Social Justice: What does your brand stand for?

Brand activism has gained traction as consumers expect companies to reflect their values. It's crucial
for companies to align authentically with causes that matter to resonate with their audience. Jungle
Scout reported that 70% of consumers want companies to take a stand on issues. Nearly half of all
consumers have switched brands due to a disagreement with a company's position on an issue. This
shows the growing importance of brand activism, where brand loyalty is increasingly tied to a
company's ethical and social impact.

👏🏼 Benefits of brand activism:

 Building trust and credibility by supporting causes aligned with values. Patagonia's
environmental activism showcases their commitment through donations, campaigns,
and legal actions.
 Standing out from competitors by taking a vocal stance on social justice issues. Ben &
Jerry's has championed various causes and created products to raise awareness and
funds.
 Making a positive social impact by supporting movements and marginalized
communities. Nike's campaigns featuring Colin Kaepernick highlight their
commitment to racial justice.
 Boosting brand reputation and awareness through media and word-of-mouth.
 Increasing customer loyalty and advocacy with emotional connections and shared
identities.
 Attracting purpose-driven talent and enhancing retention.

🤔 Brand activism also comes with challenges:

 Risk of alienating consumers who disagree with the brand's stance.

 Backlash from activists, competitors, or regulators.
 Potential loss of credibility if actions don't align with values or are perceived as
superficial.

To follow best practices for brand activism, brands should choose relevant issues, conduct thorough
research, respectfully communicate their stance with supporting evidence, take consistent and
impactful actions, and engage stakeholders by listening and collaborating with like-minded
organizations.

I believe that brand activism goes beyond marketing strategies; it is a catalyst for positive change.
When businesses authentically align with their values and champion causes that resonate with their
audience, they become agents of progress. By embracing brand activism, companies can transcend
their commercial purpose and become beacons of inspiration, driving societal transformation and

leaving a lasting legacy. 🌟

#BrandActivism #SocialJustice #ValuesDrivenMarketing #ConsistencyMatters

#EvolveWithUsNow
https://www.washingtonpost.com/climate-solutions/2022/09/15/patagonia-chouinard-
environmental-activism-climate/

https://hbr.org/2021/01/why-ben-jerrys-speaks-out

https://www.junglescout.com/press/press-releases/report-58-of-consumers-are-influenced-by-a-
brands-social-activism/

https://about.nike.com/en/impact

Image source: https://dare.havas.com/news-archive/brand-activism-drives-more-meaningful-

connections/

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Brand Activism and Social Justice: How to Align Your Brand with Your Values

Brand activism is when a company takes a stance on a social, political, economic, or environmental
issue that aligns with their values. This can include charitable donations, operational changes, and
external initiatives, such as partnering with nonprofit organizations or collaborating with activist
groups.

Brand activism is not a new concept, but it has become more prevalent and prominent in recent
years, as consumers become more aware and concerned about the issues that affect them and the
world around them. According to a report by Jungle Scout, 70% of consumers want brands to take a
stand on social and political issues, and 46% of consumers have switched brands because they
disagreed with a company's stance on an issue.

Brand activism can bring many benefits and opportunities for brands, such as:

• Building trust and credibility with consumers who value companies that align with their values and
beliefs. For example, Patagonia, the outdoor clothing and gear company, has been a leader in
environmental activism for decades. It has donated 1% of its sales to environmental causes since
1985, launched campaigns to protect public lands and fight climate change, sued the Trump
administration over its decision to reduce national monuments, and encouraged its customers and
employees to vote for pro-environment candidates.

• Differentiating from competitors who are silent or neutral on important issues. For example, Ben
& Jerry's, the ice cream company, has been vocal on various social justice issues, such as racial
equality, LGBTQ+ rights, refugee rights, and criminal justice reform. It has created products and
campaigns to raise awareness and funds for these causes, such as "Pecan Resist", "Empower Mint",
"Home Sweet Honeycomb", and "Justice ReMix'd". It has also supported grassroots movements such
as Black Lives Matter, Occupy Wall Street, and Fair Trade.

• Creating positive social impact and contributing to the greater good of society and the
environment. For example, Nike, the sportswear giant, has taken a bold stand on racial justice by
featuring Colin Kaepernick, the former NFL quarterback who protested police brutality by kneeling
during the national anthem, in its "Just Do It" campaign. The campaign sparked controversy and
boycotts from some consumers, but also generated positive buzz and sales from others. Nike has
also supported other athletes who have spoken out against racism and discrimination, such as
Serena Williams, LeBron James, and Megan Rapinoe.

• Enhancing brand reputation and awareness by generating media attention and word-of-mouth.

• Increasing customer loyalty, retention, and advocacy by creating emotional connections and
shared identities with consumers.

• Attracting and retaining talent who want to work for a purpose-driven company.

However, brand activism also comes with many challenges and risks, such as:

• Alienating or offending consumers who disagree with or are indifferent to the brand's stance on
an issue.

• Facing backlash or boycotts from activists, competitors, or regulators who challenge or oppose the
brand's actions or claims.

• Losing credibility or trust if the brand's actions are inconsistent or contradictory with their words
or values.

• Being accused of greenwashing or virtue signaling if the brand's involvement is perceived as

superficial or opportunistic.

• Failing to meet consumer expectations or demands for more action or transparency.

Therefore, brands need to be strategic and authentic when engaging in brand activism, and avoid
jumping on the bandwagon or exploiting sensitive issues for marketing purposes. Some of the best
practices for brand activism are:

• Choose an issue that is relevant and meaningful to your brand's mission, vision, and values, as well
as your target audience's interests and concerns.

• Do your research and understand the issue from different perspectives and stakeholders. Avoid
making assumptions or generalizations that might be inaccurate or insensitive.

• Communicate your stance clearly and respectfully, using facts and evidence to support your
position. Avoid being vague, defensive, or aggressive in your tone or language.

• Take action that is consistent and impactful, not just symbolic or tokenistic. Demonstrate your
commitment and accountability by setting goals, measuring progress, and reporting results.

• Engage your stakeholders in your activism journey, by listening to their feedback, inviting their
participation, and acknowledging their contributions. Collaborate with other brands, organizations,
or influencers who share your vision and values.

Brand activism is not a trend or a fad, but a necessity and an opportunity for brands to connect with
consumers who care about more than just products or services. By aligning your brand with your
values and taking a stand on issues that matter to you and your audience, you can create positive
change in the world while building a loyal customer base.