Brand Activism

Question 1

Define brand activism (with citation)

Answer 1

When a brand adopts a non-neutral stance on socio-political issues, to create social change and marketing success (Vrendenburgh et al., 2020)

Question 2

What is Vrendenburgh et al (2020) stance on brand activism?

And why is this not entirely correct?

Answer 2

They believe that in todays market place consumers want brands to take a stand on socio-political issues.

This viewpoint is extremely one-sided and oversimplifies the complexities brands face when deciding whether to engage in activism.

Question 3

Is there a history of brands engaging in activism?

Answer 3

Yes, there is a rich history of brands engaging in activism, sometimes to their benefit and other times to their detriment, as consumer responses can vary greatly.

= Brand managers must be strategic in their decisions to engage in activism, with various internal and external factors at play.

Question 4

What would be my argument to the question “Can brands act as neutral spectators of socio-political issues?”

Answer 4

No, brands cannot remain neutral spectators in todays interconnect world, however they must strategically navigate their involvement.

They should prioritise their involvement in CSR practices and only engage in activism which is authentic to the brand i.e. in line with their core purpose and values.

Question 5

Opening line for paragraph one: Internal and External Factors/Considerations

Answer 5

While consumer expectations for brand activism are rising, brand managers must navigate internal and external factors at play to determine the most appropriate approach to activism.

Question 6

Give one internal factor which brand manager must consider when debating whether to engage in Brand Activism

Answer 6

Internal stakeholders (such as parent companies and shareholders) may hold differing views from the individual brand, complicating decision making.

Internal conflicts may arise when brands hold divergent views from their parent companies or shareholders, which can significantly disrupt internal operations.

Question 7

Give a real-life example of internal conflict which has risen as a result of differing stakeholder views.

Answer 7

Ben and Jerrys owned by Unilever have openly criticised their parent company’s damaging environmental policies which do not align with the values of Ben and Jerrys, causing tension within the company.

This illustrates one challenge which brand mangers face in their decision making - maintaining alignment with broader corporate interests, even if they don’t necessarily agree with it.

Question 8

What is an external consideration which brand managers must take in to account when deciding whether to engage in activism?

Answer 8

Target audience interests, morals, and values.

Question 9

What is the risk of using external consumer interests and values to motivate activism?

Answer 9

They risk being perceived as exploiting consumer morals and sentiments for commercial gain

Question 10

What theoretical framework can be used as an overview of the views brands have on political activism and the impact on their activism engagement?

Answer 10

Moorman’s (2020) Brand Political Activism Lenses

Provides insights into the varying levels of Political Brand Activism, categorising brands approaches based on their engagement levels.

Question 11

What is Moorman’s (2020) ‘calculative-view’ of political brand activism?

Answer 11

When brands only engage when it serves their own interests in the marketplace i.e. purely for commercial gain.

Question 12

What is a benefit and a drawback of brands employing a ‘calculative-view’ on brand political activism?

Answer 12

Benefit: can enhance brands relevance and visibility by capitalising on topical issues, gaining media attention

Drawback: raises ethical concerns surrounding brand exploitation of serious and sensitive socio-political issues and consumer values.

Question 13

Give a real-life example of a brand/s with a calculative view of brand activism and the backlash faced.

Answer 13

Fast fashion companies PrettyLittleThings and Shein faced criticism of ‘greenwashing’ through their sustainability campaigns, as they continued malpractice behind the scenes.

Despite efforts to appear socially responsible, they faced backlash with consumers questioning the sincerity of their activism.

Instead of enhancing brand image they reduced some consumers trust, tarnishing reputation.

Question 14

What does the example of PLT and Shein’s greenwashing efforts highlight in terms of strategic activism efforts?

Answer 14

Highlights the delicate balance brands must strike between leveraging activism for visibility and ensuring authentic commitment to socio-political causes.

Question 15

What theoretical framework can be used to analyse consumers moral foundations?

Answer 15

Graham, Haidt and Nosek (2009) Moral Foundations Theory

Question 16

What is the use of Moral Foundations Theory (2009) in the context of brand activism?

Answer 16

Can be used as a basis to predict consumers expectations of brands, assisting brand managers analyses of opportunities and risks - allowing them to develop a strategic approach.

Question 17

Give 3 examples of consumer morals

Answer 17

Care vs Harm
Loyalty vs Betrayal
Fairness vs Cheating

Question 18

What is the Care vs Harm moral centred around?

Answer 18

Centred around concerns for well-being of others, emphasising feelings of empathy and compassion

Question 19

Theoretically, what would consumers which have Care vs Harm moral foundation expect of brands they engage with?

Answer 19

They would expect the brands they engage with to have hold values of prioritising the well-being of individuals and the societies in which they operate in.

Demonstrating empathy and compassion in their actions and messaging.

Question 20

Give an example of a brand which has Care vs Harm moral foundation

Answer 20

Dove

Their brand message promotes the notion of ‘real beauty’ and self-acceptance - with their communication campaigns taking a strong stance against toxic media beauty standards.

This aligns with Care vs Harm consumer group - fostering a sense of trust and connection among these consumers.

Question 21

Critique Graham, Haidt, and Nosek (2009) Moral Foundations Theory

Answer 21

It can be argued that this framework oversimplifies the complexities of moral foundations, overlooking their dynamic nature.

It also overlooks a wide array of external factors which hugely impact consumer expectations & response to brand activism: peer influence, cultural norms, and socio-economic backgrounds.

Question 22

What are the benefits for brands utilising consumers moral foundations to cater towards a specific target audience?

Answer 22

Allows brands to better anticipate the expectations of their target consumers and tailor their activism and messaging accordingly to foster deeper connections, build brand trust, and loyalty.

Question 23

Give an instance (brand) where Moral Foundations Theory would not be effective in the context of brand activism

Answer 23

Starbucks operates in hugely diverse markets, geographically & demographically, with their consumers spreading across all of these moral foundations.

In attempts to appeal to likely the Care vs Harm or Fairness vs Cheating foundations the CEO of Starbucks pledged to employ 10K refugees - faced significant backlash in the US with consumers of differing opinions and morales, resulting in the consumer created movement ‘America runs on Dunkin’ one of Starbucks main competitors in the States.

Question 24

What is the consumer psychology framework which can be used to examine consumers creating strong connections with brands?

Answer 24

Consumer-Brand Identification Theory

Question 25

What is the basic understanding of Consumer-Brand Identification Theory?

Answer 25

Consumers have been seen to develop a deep sense of connection and similarity to a brand

They may choose to associate with a brand which reflects their desired image or social identity

Question 26

How can Consumer-Brand Identification theory be used in a brand activism context?

Answer 26

Brands engaging in activism which align with consumers values or desired self-image can strengthen this consumer-brand identification, fostering deep connections with brands and their consumers - building brand loyalty.

Question 27

What is advantage of consumers identifying with brands in terms of brand activism?

Answer 27

Brands engaging in activism risk alienating customers with opposing views, sacrificing these potential bonds which could have been forged with consumers.

Question 28

Give an example of a brand alienating their target audience through brand activism.

Answer 28

Gillette ‘Best a man can be’ campaign

Aimed to spread a positive message, addressing issues surrounding toxic masculinity.

However, execution of the campaign faced criticism - some viewed was an unfair portrayal of a man, lacking nuance, and alienating the very target audience they aimed to attract.

Resulted in backlash and boycotts - highlighting the fine line brands tread on when deciding to engage in activism.

Question 29

What is Swant’s (2021) view on brand activism?

Answer 29

“Silence is not an option” - especially for brands with millennial target audience.

Question 30

Critique Swant’s (2021) view that “silence is not an option”

Answer 30

While age is a significant factor impacting activism expectations, it is only one piece of the puzzle

Swants VP overlooks the multitude of other factors at play which brand managers must juggle e.g. cultural background, socioeconomic status, geographic location, and individual values ad morals.

What resonates with one millennial may not necessarily resonate with another - risking alienation of a significant proportion of a brands target audience.

Question 31

What are Vrendenburgh et al (2020) four approaches to brand activism?

Answer 31

Silent
Authentic
Inauthentic
Absence

Question 32

What is Silent Activism?

Answer 32

The most effective approach to activism

Allows brands to uphold values and purpose discreetly, with minimal activist messaging - creating space for authentic activism when suitable.

Question 33

What are the benefits of Silent Activism

Answer 33

Resonates with consumers who prioritise brands who actively address issues which are central to the brand.

Fosters deeper connections and builds brand credibility whilst minimising risk associated with explicit or ‘in your face’ activism.

Allows brands to enhance reputation, loyalty, and long-term sustainability in the increasingly conscious marketplace.

Question 34

What is Authentic Activism

Answer 34

Another viable approach, distinct from silent activism but equally valuable.

Consistent engagement in activism and high-profile activism marketing which aligns with brand identity and mission

Activism is a natural and integral part of overall strategy

Question 35

Give an example of a brand which engages in Authentic Activism

Answer 35

Patagonia - sustainable outdoor clothing and equipment.

Brands core purpose revolves around addressing the environmental crisis - thriving in the authentic activism space.

Question 36

What is Inauthentic Activism?

Answer 36

When activism does not align with the brand vision and purpose - typically seen to be done purely for commercial gain.

Undermines brand credibility, risking reputational damage and alienation of authenticity seeking consumers.

Question 37

Give example of a brand engaging in Inauthentic Activism

Answer 37

PepsiCo advertisement with Kendall Jenner - faced criticism for attempts to leverage social activism for commercial purposes.

Ad was perceived as superficial, insensitive, and inconsistent with their brand - with the product only being a soft drink, hardly has the ability to bring world peace.

Question 38

What is Absence of Activism and how is it viewed by consumers?

Answer 38

When brands do not engage in activism to any degree.

This may be viewed as failure to fulfil CSR obligations - resulting in loss of trust and credibility of a brand.

Question 39

What are the concluding points for this essay?

Answer 39

Brands cannot remain neutral spectators but advising against complacency isn’t as simple as that, many dynamic factors to consider

Silent Activism is the advised method, mitigates risk whilst brand remains authentic

Builds credibility, fosters strong consumer relationships, and builds communities

Allows brands to capitalise on activism in authentic and ethical way - enhancing reputation and long-term sustainability in the increasingly conscious marketplace.