Brand activism has been gaining prominence over the past few decades. Currently, in order to remain competitive, they must build a territory with a positive impact, adopting a clear and committed position with one or more causes. In doing so, the challenge they face is how to approach it constructively, being true to the brand’s values.
Given this situation, here are some reflections to help brands understand the different types and levels of activism, along with the risks and benefits that come with them. Paths that, if followed with truth and transparency, can lead to a real and lasting commitment.
Different types and profiles of brand activism
Since each brand is different, we categorized several activism profiles according to the brand DNA and the relationship it intends to maintain with its stakeholders:
Superactivists
Activist brands since its creation, committed to causes related to its fundamental values, which are supported by the founding partners or general managers. They truly aspire to achieve social change and create a strong emotional bond with their followers, so much so that they often become brand ambassadors.
The most well-known and successful example may be Patagonia, the outdoor lifestyle brand committed to environmental causes whose “Don’t Buy This Jacket” ad encourages people to reconsider impulsive shopping. Ben & Jerry’s (Unilever) also stands out for being a brand committed since its inception to different social causes.
Paradigm Breakers
Innovative and pioneering brands in their markets. Their products and services are their hallmark of activism, as they are born expressly to change patterns. They forge an emotional bond with their consumers by meeting previously unmet needs.
Examples include Impossible Burger and Future Farm, innovative brands in the meat substitutes sector. Its mission is to reduce the environmental impact and encourage the consumption of plant-based protein.
Daring
They are the brands that, although not being so open and constantly committed, they defend their values and causes in a coherent way. They lead attractive actions and are agile in taking a stand on current issues that fit and connect with their values, joining the conversation and fostering debate.
For example, Starbucks in the United States has been involved in social justice issues, banning guns in its stores, supporting same-sex marriage and fomenting debate about racism.
Responsible
Companies where brand activism is not evident in their pillars or communication channels, but is part of the brand territory. It is a more traditional and discreet commitment, without generating conversation or controversy. In addition to taking corporate action, these companies are aware that their product portfolio must be aligned with sustainability and latent requirements to promote real change in society and on the planet.
Adidas, launched its iconic Stan Smith x Mylo sneakers, with a material made from mushrooms that offers an alternative to animal leather, thus producing its first sustainable shoes.
Advantages & disadvantages of brand activism
Below, we list the pros and cons that every brand should consider before taking a stand.
Best practices for positive, real and lasting impact
So, how can brand activism be a long-term, authentic, minimal-risk commitment? We suggest 8 steps to achieve this.
1. Define a clear and powerful brand positioning
What is the reason to be of the brand, its beliefs? What is its DNA, personality and target audience?
2. Choose your battles
It is necessary to identify the causes in which it will have credibility. They must be aligned with the core values of the brand.
4. Look at the brand’s track record (and its present moment)
Although the brand purpose may have evolved over the years, the past cannot be ignored. It is important to review previous actions, statements and campaigns to assess the credibility in committing to a particular issue.
5. Define the brand activism profile
Feedback from stakeholders deserve attention. The brand must learn from its mistakes and successes and act quickly.
6. Identify potential risks
The more renowned the brand is, the more important it is to assess the risks and benefits of taking a stance – or of staying neutral.
7. Walk the talk
Promises, great speeches or fierce campaigns are not enough to guarantee a brand’s survival without significant and real actions to support them. Consumers expect the brand to engage in a realistic and tangible way, and if it doesn’t, they will ask for it.
8. Listen to feedback
Feedback from stakeholders deserve attention. The brand must learn from its mistakes and successes and act quickly.
It is proven that activism is not an ephemeral trend, but a change in today’s society. Therefore, despite the fact that each brand and market is in totally different situations, it is essential to start acting and transforming in order to successfully adapt to the upcoming.
