Brand Activism
Be a Better...Brand Activist
By Jessica Rabin
In the stormy political climate we live in today, the perfect growing conditions for brand activism exist. Consumers no longer make mindless purchases, now, people want to know their money is supporting a cause greater than just the pockets of corporate America. And in this day and age, where transparency and speaking out is more important than ever, brands are using the moment to share their stance too.
Trend: Brand Activism
“Brand activism is when a company seeks to have an impact on a social, economic, environmental, or political problem” as defined by InstaPage. And with no shortage of problems in the world today, there are plenty of opportunities for brands to align their products and services with a cause. For example, we have Jigsaw’s campaign stressing the fashion industry’s need for immigration and customer organized "buycotts" for conservative-leaning causes. Additionally, we see brands that have been built solely for causes, like the Endangered Species Chocolate, a company committed to fair trade, profit donations, and deliciousness.
The Value of Brand Activism
Why is brand activism becoming so popular and important? Using brand activism creates a win-win-win scenario where companies, causes, and consumers all benefit and that can be hard to pass up. People will forever be buying food, clothes, goods, etc., so why not make them feel philanthropic about their purchase? Today, knowing that a brand stands for something can be the sole differentiator that pushes a consumer to choose one over another.
Millennials, the influential consumers and passionate activists, are taking to the streets to fight for causes and putting their money where their megaphones are. Take note that 9 out of 10 millennials will drop a brand for one with a cause, according to this USC research and 8 out of 10 people overall prefer brands associated with causes reports a study by Cone Communications. With their spending power and tech-savvy skills, millennials can use digital platforms to either build up or break down a brand, depending on the campaign and they’re a tough crowd. Anyone with a phone today can police and hold companies accountable, so it is vital that a brand’s activism is authentic. Even if we tried, we couldn’t forget the Starbucks, #RaceTogether blunder.
Tread Carefully
There is something to say about commoditizing activism or creating a marketing strategy that plays on people’s hopes, dreams, and fears. How ethical is the product or service you’re offering if your sales method isn’t? Companies that receive adverse reactions are the ones that aren’t careful or simply caring. It is important for corporations to pick a cause that aligns with their mission, matches the values of their consumer base, and can actually be helped by their campaign efforts. Making a statement won’t be enough, actions speak louder than words on an Instagram post.
Back to the win-win-win scenario, as a brand, it is better to take a stand than to remain silent. Besides the wholesome gratification of just plain doing a good deed, HAVAS research has shown that companies do better when they take positions on social injustices, both financially and in the eyes of consumers. As for longevity, brand activism helps to create a loyal consumer base, which is critical in a world where the competing options are endless. Also, don’t count out the power of Word-of-Mouth advertising, particularly now that WOM can also be relayed via people perusing social media sites and blogs to connect with their idols— who also endorse righteous causes.
Maisie Williams in a Dolphin Project t-shirt. Source: @maisie_williams
Brand activism, a concept that used to be controversial for companies is now almost a necessity in order to keep up with the desires of consumers. To begin and execute a conscious conversation, follow these four steps and ask yourself the following questions.
1. Do your homework.
What is your brand’s mission? What causes align with your mission? What are the demographics of your consumer base? What causes do your consumers care about?
2. Plan.
What type of campaign will be most effective in delivering your stance? What channels should the campaign live on? Are you taking real action? Is there a way to measure the amount of “give back“ your campaign creates?
3. Do more homework.
Does a similar campaign already exist? Have you viewed your message from all angles? All perspectives?
4. Check yourself.
Can your employees get behind the mission? Does the campaign align with all of the company practices? If it wasn’t your company, would you think it was a good idea? Do you sound sincere?
Though featured on this page as the “trend of the month,” brand activism isn’t going anywhere. It is the future of brand marketing and storytelling as our society heads in a more mindful, sharing, and empathetic direction.