Activism & Brand Growth

The Rise of Activism in Branding

In today's world, consumers are increasingly looking beyond just the products and services a brand offers. They're seeking companies that align with their personal values and are willing to take a stand on social and political issues. This shift has led to the rise of brand activism, where companies publicly advocate for causes they believe in. This article explores how activism can fuel brand growth when done authentically and strategically.

Understanding Brand Activism

Brand activism involves companies taking a public stance on social, environmental, economic, or political issues. Unlike corporate social responsibility (CSR), which focuses on charitable activities, brand activism actively advocates for changes aligned with the brand's core values and mission.

Authentic brand activism goes beyond just profit, addressing issues like racial equality, climate change, and human rights, promoting social change through collective action and public support across various communities.

• CSR vs. Brand Activism: CSR is about giving back; brand activism is about taking a stand.
• Authenticity is Key: Consumers can easily detect inauthentic activism, leading to accusations of "woke washing".
• Generational Impact: Millennials and Gen Z prioritize brands that align with their core values and take clear stands on social, environmental, and political issues.

Why Activism Matters for Brand Growth

When done right, brand activism can lead to increased brand loyalty, positive brand perception, and ultimately, business growth. Here’s how:

• Attracts Like-Minded Customers: 89% of customers say they are more likely to be loyal to a brand that shares their values.
• Enhances Brand Reputation: Ethical practices significantly enhance a company's reputation, establishing trust with consumers and stakeholders.
• Differentiates from Competitors: In a crowded marketplace, activism can set a brand apart.
• Boosts Employee Morale: Employees prefer working in organizations where they feel valued and where the work environment is guided by ethical principles.

According to a Jungle Scout report, 58% of consumers say a brand's social activism impacts their impression of a brand, including whether they choose to buy from that brand [34].

Examples of Successful Brand Activism

Several brands have successfully integrated activism into their business models:

• Patagonia: Known for its environmental activism, Patagonia's commitment to sustainability deeply resonates with eco-conscious consumers [14, 31]. They have even encouraged customers to buy less, fostering engagement and word-of-mouth support [31].
• Ben & Jerry's: Ben & Jerry's weaves social justice into its DNA. As early as 1987, it developed social justice-themed ice cream flavors to lobby for change and raise money for global warming, LGBTQ+ rights, and criminal injustice [9, 12].
• Nike: Nike's ad campaign celebrating Colin Kaepernick's right to protest racial injustice improved the company's brand image and resulted in higher North American sales growth [12].
• Lolly Lolly Ceramics: Lalese Stamps, the founder of Lolly Lolly Ceramics, experienced a boom in her business during the Black Lives Matter movement, highlighting the impact of brand activism and supporting Black-owned businesses [21, 25].

The Pitfalls of Inauthentic Activism

While activism can be beneficial, it's crucial to avoid "woke washing"—where brands superficially engage in social issues for PR purposes without genuine commitment. This can lead to consumer backlash and damage brand reputation.

Some examples of brand activism that have been criticized include:

• Pepsi's Kendall Jenner Ad: Pepsi's ad featuring Kendall Jenner was widely criticized for trivializing social movements, leading to negative publicity and loss of consumer trust [2, 26].
• Bud Light's Recent Controversy: Bud Light faced a backlash after partnering with a transgender activist, leading to a consumer boycott and strained relationships with distributors [18].

To avoid these pitfalls, brands must ensure their activism aligns with their core values and is supported by concrete actions.

How to Ensure Authentic Brand Activism

To ensure brand activism is authentic and effective, consider these steps:

1. Define Core Values: Clearly define your brand's values and mission.
2. Choose Relevant Issues: Select social or political issues that align with your brand's values and resonate with your target audience.
3. Take Concrete Actions: Support your activism with tangible actions, such as donating to relevant causes, implementing sustainable practices, or advocating for policy changes.
4. Communicate Transparently: Be transparent about your efforts and progress. Share your goals, challenges, and impact with your audience.
5. Engage with Your Community: Foster open dialogue with your community. Listen to their concerns and feedback, and be willing to adapt your approach as needed.
6. Long-Term Commitment: Brand activism should be a long-term commitment, not a one-time campaign.

According to UNSW Sydney, for brand activism to be seen as authentic, it needs to be driven by top management and there also needs to be a long-term commitment to it so that it becomes part of the identity of the brand [30].

Lalese Stamps and Lolly Lolly Ceramics: A Case Study

Lalese Stamps, the founder of Lolly Lolly Ceramics, provides an excellent example of how activism can drive brand growth. Her Ohio-based business experienced significant growth during the Black Lives Matter movement, as consumers sought to support Black-owned businesses [21, 25].

Stamps' commitment to her community and her willingness to use her platform to advocate for social justice have resonated with her audience, leading to increased brand awareness and customer loyalty [25, 38].

Key Takeaways from Lolly Lolly Ceramics:

• Authenticity Matters: Stamps' activism is a natural extension of her personal values.
• Community Engagement: She actively engages with her community and supports social causes.
• Unique Products: Her handmade ceramics are not only functional but also reflect her unique artistic vision.

According to Colossal, in the summer of 2020, Lalese Stamps found herself in the middle of a boom in her then-fledgling business, Lolly Lolly Ceramics. The timing coincided with increased attention on Black creatives and brand activism, two points Stamps considers profoundly impactful still today [25].

Practical Tips for Integrating Activism into Your Brand Strategy

Here are some practical tips for integrating activism into your brand strategy:

• Conduct a Values Audit: Identify your brand's core values and assess how they align with current social and political issues.
• Research Your Audience: Understand your audience's values and concerns. Use social media, surveys, and focus groups to gather insights.
• Develop a Content Strategy: Create content that educates, inspires, and encourages action. Use storytelling to connect with your audience on an emotional level.
• Partner with Influencers: Collaborate with influencers who share your values and can help amplify your message.
• Measure Your Impact: Track your progress and measure the impact of your activism efforts. Use data to refine your strategy and demonstrate your commitment to social change.
• Create a Community Program: When you create a community or membership around your brand, you can engage and reward your customers more directly. Look to build loyalty by prioritizing authentic engagement beyond just a transactional relationship [8].

Conclusion: Activism as a Catalyst for Brand Growth

In conclusion, activism can be a powerful catalyst for brand growth when done authentically and strategically. By aligning with their values, taking concrete actions, and engaging with their communities, brands can build stronger relationships with their customers and drive positive social change.

Next Steps:

1. Assess Your Brand's Values: Conduct a thorough audit to identify your core values and how they align with current social issues.
2. Engage with Your Audience: Conduct surveys, focus groups, or social media polls to understand your audience's values and concerns.
3. Develop an Action Plan: Create a detailed plan outlining how you will integrate activism into your brand strategy.
4. Measure and Refine: Track your progress and make adjustments as needed.

By embracing activism, brands can not only drive business growth but also contribute to a more just and equitable world.