Brand activism is on the rise. We are in an age of empowerment and everyone wants to be heard. Luckily, every social platform allows for that-and companies are listening!
Recently, I was reading about brand activism and came across this quote about brand purpose, “In short, it’s a brand’s reason for existence beyond making money.”
In other words, brands are willing to take a public stand for what they believe in. Consequently, brand activism can also divide their following.
Brooke Sellas even called this back in 2017. As a consumer, do you support companies more when they take a stand and put a meaningful voice to their product? Or does it completely turn you off?
Brand Activism & Politics
As we approach an election year, brand activism will heighten. As a result, we will see brands take a stand with more social and political messages. Research is showing that more consumers want to feel a connection to where their money is going. Does your brand take a stand?
Sprout Social conducted a survey showing 66% of consumers feel it’s important for brands to take public stands on social and political issues. Additionally, 55% of consumers feel that brands have more responsibility than our government to pave the way for a better future. That’s a very intriguing viewpoint!
Brands That Take a Stand
Here are a few high and lower-profile examples of brand activism:
- Gillette embraced the growing roar of the #MeToo movement in January 2019. They changed their 30-year mantra of “the best a man can get” to “the best men can be”. To further drive home the point, they have committed to donating $1 million per year (for three years) “to non-profit organizations executing the most interesting and impactful programs designed to help men of all ages achieve their personal best.”
- Perhaps one of the most controversial stands in 2018 involved Nike. The NFL star-turned-activist was featured in an ad alongside Serena Williams and LeBron James, with the tagline: “Believe in something. Even if it means sacrificing everything.” The ad certainly worked because Nike stock hit an all-time high after the release of the commercial.
- ModCloth recently created a sweatshirt in honor of Women’s Equality Day (August 26th) that reads ‘Elect More Women’ in an effort to raise money for the organization, She Should Run. ModCloth is donating the sales of the purchase price to She Should Run through November 11, 2019. To honor all women, of all sizes, they are offering the sweatshirt in sizes XS–4X.
To sum up, brand activism may be risky, but it’s a risk that companies need to take. Your brand should want to leave a lasting impression on the consumer that goes beyond a great product. Your consumers will be more inclined to open their wallets if they believe in what you stand for.
Does your brand take a stand? Leave us an example in the comments below!