Performative Activism: When Brands Talk the Talk but Don’t Walk the Walk

The pressure to speak up and join the difficult conversations can be overwhelming. With media amplifying negativity from every corner of the world, brands feel compelled to take a stand. Whether it's elections, global crises, or social movements, consumers expect brands to engage meaningfully and positively impact the situation. But what happens when those statements lack substance? Enter performative activism: bold declarations without meaningful action. It’s a quick way to erode trust, damage credibility, and it happens more often than you’d think.

Should your brand take a stance on sensitive topics like politics or climate change? Well, there’s no one-size-fits-all answer. It depends on the context, your intentions, your goals, and most importantly, your approach.

Why does the approach matter so much? Because without thoughtful execution, your brand risks falling into the trap of performative activism. Bold statements without meaningful action can backfire badly, leaving a lasting negative mark on your reputation.

The temptation to speak up is real. But without genuine commitment and a smart, intentional strategy, joining the conversation for the sake of being part of a trendy topic might do more harm than good.

Why performative activism hurts your brand

When a brand engages in performative activism, it risks much more than just missing the mark. Here’s why it can cause lasting damage:

1. It undermines trust.

Trust is hard to build but easy to lose. When a brand takes a public stance on an issue, but its actions don’t align with that message, consumers quickly notice. A vague social media post or a fleeting “show of support” without any substantial effort or follow-through is usually seen as a shallow attempt to capitalize on a movement or trend. And once consumers feel that a brand is being inauthentic, regaining their trust becomes a long and difficult journey.

2. It can lead to backlash

Never underestimate #cancelculture. Public backlash can spread like wildfire. When brands make bold statements but fail to back them up, they become easy targets for criticism. This is particularly dangerous when the brand has little or no history of supporting the issue at hand. For example, during political campaigns or social crises, brands that attempt to speak up without genuinely contributing to the cause may find themselves at the center of viral criticism.

3. It can distract from real change

Performative activism doesn’t just harm your brand; it can also damage the cause you claim to support. Superficial gestures like changing a logo for a day or posting a hashtag might feel like participation, but they often divert attention away from the people and organizations who are actively working to make real change. By joining in for the sake of appearance, a brand risks trivializing an issue that deserves more than a quick marketing gimmick.

Examples of performative activism gone wrong

1. Pepsi's Protest Ad: Pepsi’s controversial ad featuring Kendall Jenner was intended to align the brand with social justice movements, but instead, it trivialized the very real struggles those movements address. The backlash was immediate, and the ad was pulled after just one day.
2. H&M Sustainability Claim: H&M’s promotion of its “Conscious” line was seen as a move toward sustainability, but the company faced accusations of greenwashing when it was revealed that its fast fashion practices continued to rely on environmentally harmful production methods.
3. Starbucks’ #RaceTogether Campaign: Starbucks launched the #RaceTogether campaign to address racial inequality, asking baristas to write the hashtag on coffee cups to start conversations. However, the company faced criticism for asking its employees to engage in such complex conversations without providing them with proper training or resources. This led to accusations of being more interested in publicity than in meaningful engagement with the issue.

How to avoid the trap of performative activism

I'm not advocating for brands to avoid the difficult conversations. I advocate for doing it the right way, putting the cause first and your brand second. And, I promise you'll see the benefits. 

So, how can brands engage meaningfully without falling into the trap of performative activism? Here are 3 things to focus on:

1. Align statements with actions

If you’re going to make a public statement, be sure your brand’s actions back it up. Patagonia is a great example of a company that not only talks about sustainability but also lives it through actions like donating a portion of profits to environmental causes and implementing eco-friendly production methods.

2. Choose causes that make sense for the brand

LEGO’s focus on sustainability is an example of choosing a cause that aligns with the brand’s identity. As a company that produces plastic toys, LEGO has recognized its environmental impact and is committed to reducing it. The brand has invested in research to develop sustainable materials for its bricks and pledged to make all core products from sustainable sources by 2030. This cause is not only relevant to LEGO’s operations but also resonates with its audience, which includes environmentally conscious parents and educators.

3. Partner with experts

Dove’s commitment to promoting self-esteem among young people is a strong example of partnering with experts to drive meaningful change. Through the Dove Self-Esteem Project, the brand collaborates with psychologists, educators, and youth organizations to create evidence-based resources that help young people build body confidence. This long-term partnership approach has allowed Dove to align its brand values with impactful action, making its message about self-esteem resonate authentically.

So, what do we do about performative activism?

We avoid it.

While my focus has been on brands, this principle applies to personal lives too. Joining difficult conversations just for the sake of joining won’t achieve the desired results. People won’t flock to support your brand just because you used a movement’s hashtag. They won’t admire your efforts if you issue a press release about sustainability without actionable commitments, especially when sustainability is treated as just another trending topic.

Brands hold immense power to drive meaningful change and foster impactful conversations. The goal shouldn’t be to remain silent out of fear or to make empty, bold statements just to keep up appearances. Instead, it’s about using your platform thoughtfully; showing up in ways that truly contribute, align with your values, and make a difference.

Meaningful participation requires intention, consistency, and, most importantly, action. Whether it’s advocating for change, supporting communities, or addressing challenges within your industry, authenticity (the real one, not the buzzword-ish one) is key. Thus, the point is clear: don’t just join the conversation; be part of the solution.

[On Medium]