Article - Brand activism: a force for good or looking good?

Brands aren't what they used to be.

It’s no longer enough to simply provide a good ol’ fashioned product or service. Today, the transaction has moved beyond the material world and into the emotional multiverse.

It’s not just a case of providing a product or service, it’s about selling a feeling.

So, with today’s brand culture built around embodying the values of consumers as much as the brand itself, it’s also ripe for activism.

Where's the sweet spot?

Historically, activism has been confined to the political and social spectrum. These days though, driven by expectations from socially-conscious consumers and younger generations, brands are increasingly being forced to take a position on socio-political issues to be drivers for change.

But the question remains: how much positive change are they actually affecting, or is it all just smoke and mirrors?

To be fair, brands can be forgiven for living in a constant state of analysis paralysis. Do nothing and risk being perceived as complacent and out of touch, or take a stand on an issue and get accused of indulging in virtue-signalling.

Fence-sitting vs barrier-breaking

It can be challenging to distinguish between a brand’s true values and performative gestures. Are they genuinely committed to their stated values, or just trying to appear impressive?

Consumers today are as savvy and intuitive as they’ve ever been. In a modern world, brands that chase clout without genuine intent are quickly singled out and forced to atone for their sins.

However, the real issue is the collateral damage they leave behind. More often than not, that’s the cause or people they’re purporting to champions of.

Transparency rules

When brands align with social causes, there’s always a risk of it feeling performative if steps aren’t taken to be real about intentions. Empty gestures and hollow promises are easily seen through, especially when a brand’s actions don’t match its words.

The good news though, is that brands genuinely have the ability to make a difference.

When they support progressive movements in an authentic way, they bring attention to important issues and help drive real change. But it’s not enough to just jump on the bandwagon.

Studies back this up too. Brands that genuinely live by their words and values in an authentic way will make stronger and more positive relationships with their audiences.

Authenticity breeds trust

If a brand is viewed as more authentic in the eyes of a target market, it will be significantly more trusted than brands with the opposite perception. But with more trust comes a greater responsibility to fulfill their brand promise — and breaking this promise can result in irreparable damage.

To truly make a difference though, brands need to understand and find allies within the movement they champion, encourage alignment internally with stakeholders and employees, engage with it authentically, and show a real commitment and advocacy to the cause.

This means doing more than just adding a hashtag to a social post; it’s taking real action for real change.

Live your values

With authenticity being a crucial factor, brands must ensure that their support for social causes are consistent with their audience, internal practices and long-term commitments.

Brands need to live their values from the inside out, as credibility to stand for change.

Are your social change initiatives aligned with your stakeholders, employees and audience? Transparency is key for authenticity.

Amplify! (Don’t overshadow)

Social change is made through a collective approach, not in the marketing department. Collaboration is key, and working with other communities around the cause, can help drive real change.

Brand involvement can bring much needed visibility and resources but they need to be aware of their potential of overshadowing the movements they are trying to support, and risk doing a disservice, or worse, take it backwards.

When a brand steps into a social issue, it can sometimes divert attention away from the grassroots organisations and activists who have been working on the ground for years.

Change wasn’t made in a day

Don’t feel completely pressured to take a stand on every issue with your brand. Focus on the right cause for you, and lock in for the long game.

Knee-jerk reactions to social issues can lead to brands looking opportunistic, jumping from one issue to the next without a genuine long-term commitment.

Engaging in progressive movements means facing scrutiny and criticism, but it also offers the chance to learn, grow, and make a lasting impact. Authenticity, consistency, and a genuine commitment to the cause are crucial.

Brands absolutely have the power to be catalysts for positive change. All it takes is for the humans behind the logo to align their values and be true to their cause — and importantly, their audience.