Branded content has been around for a long time. But it is only recently that brands have started to use their influence and resources to create real-world social change, or “brand activism.” These efforts are growing in popularity due the increased awareness of companies’ potential impact on society as well as benefits they can reap from using this strategy.
“Brand activism: from purpose to action pdf” is a book that provides the reader with an overview of how brands can be used for social change. The author, who is also the CEO of a branding agency, provides case studies and examples of how brands have been used for social good.
The goals for most firms, I believe, have always been clear: maximize profit and achieve long-term success. For small companies trying to improve their brand, these objectives speak eloquently. While this is wonderful, have you considered the opportunity cost of your objectives?
Consider the areas of society (i.e. the environment) that you are ignoring as you climb the ladder to success with every dollar gained. We are now seeing a world that is more attentive than ever before to concerns like as climate change, women’s rights, minority representation, and so on. Millennials are at the forefront of this transformation. Where a greater meaning takes precedence above profit. The old approach of positioning is no longer sufficient in today’s marketing. Consumers want to know that your items have a positive impact on the planet. In some ways, their purchases are political statements.
Even if you’re not aware with brand activism, it’s critical for a growing company to include certain elements in its marketing goals. If you don’t, you risk losing all of your income, connections, and identity. Take a look at some examples of brand activism and start thinking about how your company may be the next worldwide leader in revolutionary change.
Brand Activism’s Objectives and Motives
Brand activism is a mix of everything that ethics and morality have to say in the realm of marketing, and it stems from CSR activities as well as the UN’s Sustainable Development Goals. It encourages enterprises to pursue a value-driven agenda in order to contribute to the advancement of our society and planet. Social, political, corporate, legal, economic, and environmental advocacy are the seven domains of brand activism.
Regardless of your company strategy, it seems that those that prioritize advancement above profit reap greater financial rewards in the long run. Unilever said in 2019 that its sustainable brand portfolio has expanded 67 percent faster than the rest of the firm, accounting for 75 percent of total growth. “Two-thirds of customers across the globe say they pick companies based on their position on social problems, and over 90% of millennials say they would switch brands for one that advocates a cause,” said CEO Alan Jope.
Consumers are becoming more engaged in their thoughts on what is occurring in the globe, given today’s extremely controversial and political atmosphere. Furthermore, their purchasing habits are growing into solid commitments to justice, sustainability, and peace, rather than merely transactions.
Businesses must make the transition from purpose to action, recognizing the value of doing more than simply talking. Those who fail to make this adjustment will be accused of being opportunistic, aiming to profit off customers’ progressive values.
In Action: Brand Activism
If you’re stumped as to where to begin, look to the best-performing businesses for ideas. Here are a few well-known examples of activism in action:
Patagonia has long been recognized for its efforts in the areas of environmental justice and sustainability. These elements are woven into their brand identity and can be noticed in all of their ads. On Black Friday of this year, the company announced the “$10 Million for the Planet” project, in which they vowed to contribute 100% of their purchases to environmental charities. To far, the firm has raised a remarkable $110 million for environmental groups. Patagonia’s goods are also Fair Trade certified and made with organic materials such as cotton, hemp, and recycled fibers. There’s nothing more to say about Patagonia’s commitment to making the world a better place except to remain awake.
During Australia’s fight for marriage equality, Airbnb launched its “Until We All Belong” campaign in 2017. The ad revolved on a ring with a missing piece, which represented the country’s lack of marriage equality, and encouraged buyers to wear it as a show of support. The firm quickly became Australia’s most talked-about brand, selling over 150,000 rings and generating over 2 million online shares. Furthermore, Airbnb used its platform to create a campaign that had a 98 percent favorable response from customers, demonstrating that corporations can be socially engaged while still trying to enhance their marketing goals.
Ben & Jerry’s is a popular ice cream company.
Yet, another popular example, Ben & Jerry’s is a popular ice cream company. has made itself known for its commitment to political activism. Beyond just ice cream, though, consumers’ remain passionate about the brand because of its progressive origins. Ben & Jerry’s is a popular ice cream company. has leveraged their products to act as channels of conversation on a variety of issues. Creating flavors like Rainforest Crunch, Save our Swirl, I Dough I Dough, and Imagine Whirled Peace, in support of environmental protection, equality, and justice. Moreover, Ben & Jerry’s is a popular ice cream company. has built their marketing strategy around brand activism, where consumers continue to hold a positive associations with their ice cream.
Despite the fact that these businesses are among the most well-known in their respective sectors, their message is obvious. Brand activism is strategic in nature, and its success, as we’ve seen, is dependent on the capacity to combine awareness with creativity. Prepare for customers (and society) to hold your company responsible. You are the center of attention!
How to Become a Brand Activist
Now it’s time to concentrate on you and your company. Should you consider taking a more activist stance? As you go ahead, there are several things you should ask yourself. Note that in order to go ahead, you must adapt your present marketing objectives to fit the needs of an activist position.
As a result, laying the groundwork for those new goals is the next stage in gaining customer trust. Consider stakeholder optimization to be the driving force behind your organization’s goals. Unlike profit maximization, this strategy is centered on assisting all internal and external stakeholders. Investors and entities accountable for a company’s performance, such as farmers, manufacturing employees, and even the environment, are among them.
As you analyze the nature of your aims, consider the following questions:
- Why should your business care about saving the world?
- How enthusiastic are your customers about this change?
- What makes your activities unique, and what portion of the discourse can you claim as your own?
- I’m not sure where this is headed. – How will your brand be strengthened as a result of pursuing this?
- In the end, how will you assess your success?
Above all, remember to stick to your objectives. Maintain an open mind and heart while you lead your company, and stay focused on the things that actually important. You might also collaborate with other influencers in your industry who wish to spread the same message. Consumers, society, and your return on investment will all reward you in the end!
Important Points to Remember
Businesses don’t have a choice any more. Our world has arrived at a point when activism is at the heart of every story. To be financially viable, companies must increasingly connect their principles with those of their customers. Businesses may achieve this via brand activism while still pursuing their original goals. Examine and challenge what you think you know about your company model, and identify areas where you think an activist approach may work effectively. As you go along the road to achievement, be a voice for the world. You’ve got it.
Brand activism is important to your business because it allows you to gain new customers and increase awareness of your brand. Reference: why is brand activism important.
Frequently Asked Questions
Why is brand activism important?
A: Brand activism is important because it helps create a positive image of the product they are selling.
What are examples of brand activism?
A: Brand activism is a form of marketing in which companies use their products and services to promote the companys image. Some brand activists include Coca-Cola, McDonalds, Apple and Nike
How does brand impact a business?
- brand activism questionnaire
- examples of brand activism
- brand activism benefits
- brand activism 2021
- brand activism marketing