Brand Activism - Essay 4 Flashcards
What is brand activism?
When a company or brand supports a certain social, cultural, economic or environmental issue and align it with their core values & vision of the company (Shetty et al, 2019)
Why do brands engage in activism?
Modern consumers demand brands to take a stand on socio-political issues, however brands face a complex decision when decided wether or not their brand should be seen actively engaging in it as consumer responses can differ greatly.
what must brand managers consider?
while consumer expectations rise, brand managers must navigate internal & external factors to determine their approach
internal factors
Stakeholders including parent companies & shareholders - may hold different views from the individual brand, complicating the decision making.
Internal conflicts can arise when brands hold differing views from their parent companies.
Example: Ben & Jerries owned by Unilever, have openly criticised their parent companies environmental policies, illustrating the challenges brands face in maintaining aligning with broader corporate interests.
external factors
- engaging in activism can increase brand relevance especially when issues align closely with their target audiences interested. however brands employing this approach risk being perceived as exploiting consumer morals & sentiments for commercial gain
Moorman’s (2020) Brand Political Activism lenses provides insights into the varying levels of brand activism, categorising brands’ approaches based on their engagement levels. This framework offers an interesting perspective, highlighting some brands adapt a ‘calculative view’ towards activism & engage only when it serves their interest within the market place. Although strategic activism can enhance brand relevance & visibility by capitalising on topic issues gaining media attention, it can also raise ethical concerns.
Example: PLT/ Stein & Fast fashion - faced criticism due to allegedly greenwashing through sustainability campaigns. despite efforts to appear socially responsible, brands encountered backlash as consumers questioned the sincerity of their activism. instead of enhancing their brand image, actions can reduce consumer trust & tarnish the brand reputation.
this highlights the importance for brands to strike a balance when leveraging activism for visibility & ensuring genuine commitment to social and environmental issues.
what is the moral foundations theory? (Graham, Haidt & Nosek, 2009)
present a psychological framework that lays out various moral foundations which human moral decisions are based on. these can be utilised to predict consumer expectations of brands involvement in activism. Enabling managers to assess risks and opportunities, to develop a strategy approach to activism. The framework outlines morals including: care vs harm, fairness vs cheating, loyalty vs betrayal
what is the consumer brand identification theory
?
where consumers feel a perceived feeling and value the belongingness towards a brand. this framework examines the psychological process where consumers develop strong connections with brands.
