Herein this article, we discussed the meaning of brand activism and purpose – driven marketing, Types of brand activism, Benefits of brand activism and purpose-driven marketing, The Dos and Don’ts of brand activism.
What is brand activism?
Brand activism is a marketing strategy where businesses take a public stance on social or political issues, often controversial or politically charged ones, to address concerns and potentially influence societal change.
What is purpose- driven marketing?
Purpose-driven marketing is when a brand marketing is focused not just on selling product or services, but on promoting a bigger mission, cause, or belief that the company truly stands for.
Types of brand activism
- . Social activism: Fighting for people and communities (focus are gender equality, racial justice, education access and mental health) example are Nike’s campaign with colin Kaepernick standing up for justice.
- . Environmental activism: protecting the planet (sustainability, climates change, reducing waste, clean energy) examples are Patagonia donates profits to fight climate change and encourage recycling clothing.
- Economic activism: promoting fairness in wealth, labor and opportunity. (Fair wage, ethical sourcing, supporting small/ local businesses.) examples are Ben and jerry’s advocating for a fair minimum wage and economic justices.
- Political activism: Speaking up on government policies or laws. (Voting right, immigration policy, legal reforms.) examples are Levi’s encouraging young people to vote.
- Corporate activism: Making changes within the company to reflect values. (Diversity in hiring, inclusive culture, ethical leadership,) examples are google launching programs to improve gender and racial diversity in tech.
- Cultural activism: Challenging harmful narratives or stereotype in society. (Media representation, body image, tradition vs. progress.) examples are dove’s campaign, challenging beauty standards in advertising.
Benefits of brand activism and purpose-driven marketing
- Increased brand loyalty and advocacy:
- Consumers are more likely to support brands that align with their values and demonstrate a commitment to social change.
- Enhanced brand reputation and image:
- By taking a stand on important issues, brands can build a positive reputation and stand out from competitors.
- Increased sales and market share:
- Consumers are willing to pay a premium for products and services from brands that demonstrate a genuine commitment to purpose.
- Improved employee engagement and morale:
- Employees are more likely to be proud and passionate about working for a company that aligns with their values.
- Driving innovation and social change:
- Purpose-driven marketing can inspire businesses to create innovative solutions that address societal challenges.
The Dos and Don’ts of brand activism
DO:
- Be authentic (action, not just ads)
- Involve your employees
- Stick with your values long term
- Listen to your audience
DON’TS:
- Jump on trends just to look good
- Stay silent out of fear
- Make empty promises
- Copy other brands- be original
Brand activism isn’t a trend but a responsibility. The world needs bold actions, the most powerful brand won’t chase attention, they will earn trust by standing for something bigger than themselves.