1.
What is Brand
Activism?
Desiree Peterkin Bell

2.
Did you know that
91% of millennials
and 85% of the
average U.S. public
would eagerly
switch brands in
favor of one that
openly supports a
worthwhile cause?

3.
These days, many people are excited
about campaigning for a cause, and
they expect their favorite companies
to share their enthusiasm.
People tend to back their beliefs with their wallets,
and they have started to demand that brands stand for
something other than corporate profit. Brand activism
is key in connecting with your audience, developing
your company, and making the world a better place.

4.
What is
Brand
Activism?
Simply put, brand activism is when
a company defines its values and
shares opinions as they relate to
those values. An organization may
have an opinion on social,
economic, political, or
environmental issues and
incorporate these stances into their
brand.

5.
The level of brand activism varies by company. For example, some
groups may not do more than create a response statement to a
hot-button issue. Others may work to rally people for a cause or
create a specific plan of action to combat problems.
ACTION IS ULTIMATELY WHAT HELPS CONSUMERS
DETERMINE WHETHER OR NOT A BRAND ACTUALLY
STANDS FOR WHAT THEY SAY THEY DO.

6.
Best Practice
for Brand
Activism
If you’re interested in exploring
activism through your brand and
taking a stance, you’ll need to
first examine your target
audience, your company’s track
record, and any potential risks.
Although your company’s stance
on issues should be determined
by your values, you should also
consider your market. For
example, if your audience stands
for something completely
different than your company, you
may want to dial back on talking
about the issues while you
evaluate your product and how it
works with your audience.
IF YOU’RE INTERESTED IN EXPLORING ACTIVISM THROUGH YOUR BRAND AND TAKING A STANCE, YOU’LL NEED TO FIRST EXAMINE YOUR TARGET AUDIENCE, YOUR COMPANY’S TRACK RECORD, AND ANY POTENTIAL RISKS.

7.
You’ll also need to examine your company’s past
record. Do your past statements and actions align with
your position? These must connect before you can
move forward or customers will view you as
hypocritical. You should only take a stance when your
actions match your opinion.

8.
Taking a stand is a risky,
although worthwhile, move.
Create a plan on how to
respond if things backfire.
Prepare your marketing and
public relations team members
for consumer feedback as it
relates to your brand’s stance.
You should also prepare talking
points for your CEO and other
influencers, but make sure they
sound genuine and authentic.

9.
If brand activism is the right step for your company,
you’ll need to identify an issue, develop an official
statement, and make sure your organizations’ past
and future actions align with the stance you’ve
chosen.

10.
Thank you!
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