In today’s marketing landscape, it feels like every brand wants to stand for something. Whether it’s saving the planet or promoting equality, brand purpose and brand activism have become major buzzwords. But what do they really mean, and do they work?
Brand purpose is a brand’s reason for existing beyond just making profit. It’s the why behind what they do. Think: Ben & Jerry’s focus on social justice.
Brand activism is when a brand actually takes a visible stand on a social, political, or environmental issue, like Nike’s bold campaign with Colin Kaepernick or Google deleting location history to protect abortion seekers after Roe v. Wade.
Why Are Brands Doing This?
Consumers, especially younger ones, now expect brands to care. Studies show that about 70% of consumers want brands to take a stand on issues, and 90% of millennials would switch brands if another supported a cause they cared about.
When done right, activism can build trust, loyalty, and even sales. Nike’s controversial Kaepernick ad sparked backlash but also led to a 31% jump in online sales and millions in earned media. On the flip side, Pepsi’s infamous Kendall Jenner protest ad failed miserably because it felt shallow and out of touch.
Here’s the catch: people can spot performative activism a mile away. In fact, over half of consumers believe brands speak out just for PR, not because they truly care.
The most successful brand activism feels genuine and is rooted in the company’s culture, actions, and values. Patagonia funds environmental causes. Calvin Klein runs inclusive campaigns. Halifax introduced pronoun badges for staff. These aren’t stunts; they’re consistent with what these brands stand for.
Meanwhile, when brands jump on a trend without credibility or substance, it backfires. Just ask Dove, H&M, or Pepsi.
So, what should brands do?
It depends. Taking a stand can deepen customer connection, but it’s not without risks. Stay silent, and you may be seen as complicit. Speak out, and you could alienate some customers.
The key is authenticity. If your brand truly believes in something and is ready to back it up with action, then go for it. But if you’re only doing it to ride a trend or win likes, don’t be surprised if it blows up in your face.