These days, it’s not enough to just promote your products. A business is encouraged to take the next step. A brand now has to stand up for social issues to properly connect with their audience. But what is the reasoning behind this? And what actually is brand activism? Well, let me tell you all about it, my little marketing student.
What is Brand Activism?
Brand activism is when a brand uses its platform to take a stand on social and political issues. With millennials and Gen Z being the more outspoken and focused on social changes, they expect the companies they invest in to do the same. It’s up to the company to take the initiative and use their power to help a cause whenever possible.
The Role of the Internet
The internet has become a great place for bringing awareness to specific causes. People have the opportunity to connect like never before. Social media has been used for movements to unite everyone and have a big impact on social change. With that, the younger generations have more motivation to get involved and expect the brands they support to do the same. Social media is so easily accessible, there seems to be no excuse for brands to not get involved and be part of the change.
The Consumer and the Company
Why do consumers care so much about what a company supports? Well, the average person only has so many ways to actively participate in social causes. Because of that, they will feel very strongly about those decisions. If a person supports using environmentally friendly products, it would appear hypocritical of them to go and support a company that creates harmful products. That’s what it is at the end of the day, it’s not buying a product from a company, it’s supporting a company. It was found that 70% of millennial and Gen Z consumers want companies to be active in social issues. It’s now an important part of decision-making for a consumer.
Many companies have had very bad backlash for having negative stances on specific topics. For example, many people refuse to purchase food from Chick-fil-a after they found out they donate to anti-gay organizations. It’s these decisions that can really affect a company’s ability to grow.
Tip For Brand Activism
One really important thing to keep in mind when getting involved in brand activism is to let your actions speak for you. Have you ever heard the saying, “Actions speak louder than words”? Well, it’s true. People won’t believe you if you say one thing and do another. Your brand should be able to actively participate in chosen social issues rather than just talking about how much you support them. Are you really supporting them if you don’t do anything to support the cause?
So, there’s a brief rundown on brand activism. If you want to learn more about how to help your business thrive, check out some of our other blogs here.