SAILING TO SUCCESS: How Brand Activism Navigates the Waters of Profit and Growth

"Activism is my rent for living on this planet." – Alice Walker

Brand activism is no longer a buzzword in marketing circles—it's the future of brand building. In a world where consumers have become increasingly aware of social, political, and environmental issues, brands are no longer evaluated solely on product quality and price. Today's consumers also expect brands to have a voice and take a stand on pertinent issues.

This article will explore brand activism, its place in brand building, its growing importance, its merits, and the classic mistakes brands make. We'll also share real-life examples of successful brand activism and wrap up with five key takeaways for brands looking to adopt this strategy.

The Role of Activism in Brand Building and Its Impact on Growth

Consumer Expectations: The landscape of brand building has shifted from merely offering great products and services to actively engaging with society. A study by the Global Strategy Group found that 81% of consumers believe corporations should take a stand on social issues, reflecting the new reality brands must navigate.

Authenticity and Reputation: Brand activism helps brands demonstrate their commitment to the values they promote, fostering trust, loyalty, and an enhanced reputation among consumers.

Why Brands Must Embrace Activism

Aligning with Consumer Values: Consumers, especially millennials and Gen Z, prefer brands that align with their values. According to a study by Cone Communications, 91% of millennials would switch to a brand that supports a cause they care about. This alignment leads to a positive impact on both reputation and profitability.

Boosting Employee Morale and Long-term Sustainability: Employees are likelier to be proud of and dedicated to companies that demonstrate strong values and commitment to causes. Moreover, brands that address societal challenges and environmental issues are more likely to be sustainable in the long run.

By embracing activism, brands can navigate the potential pitfalls and emerge as leaders in their respective industries, creating a brighter, more inclusive, and sustainable future for all.

Strategic Frameworks and Concepts for Brand Activism

THE 3C MODEL: Context, Cause, and Commitment

THE BODY SHOP EXAMPLE

CONTEXT: The Body Shop is aware of the ethical concerns surrounding the cosmetics industry, such as animal testing, exploitation of natural resources, and unfair labour practices.

CAUSE: The company champions cruelty-free beauty, ethical sourcing of ingredients, and fair trade practices, as well as supporting various social and environmental causes.

COMMITMENT: The Body Shop has led numerous campaigns to promote its values, such as its Forever Against Animal Testing campaign, which garnered over 8 million signatures. They also invest in community trade programs, ensuring fair wages and working conditions for suppliers.

THE BRAND ACTIVISM CANVAS

VISION: To inspire and develop the builders of tomorrow by promoting creativity, innovation, and sustainability.

STRATEGY: LEGO focuses on creating environmentally friendly products, investing in renewable energy, and supporting education and play initiatives for children.

MESSAGING: LEGO communicates its commitment to sustainable practices and educational initiatives by sharing updates, stories, and collaborations on its website and social media platforms.

MEASUREMENT: LEGO tracks its progress in sustainability, such as the reduction of CO2 emissions and waste, as well as the number of children reached through its educational initiatives.

PORTER'S SHARED VALUE FRAMEWORK

THE STARBUCKS EXAMPLE

RECONCEIVING PRODUCTS AND MARKETS: Starbucks offers ethically sourced coffee through its Coffee and Farmer Equity (C.A.F.E.) Practices program ensures fair wages, worker safety, and environmentally friendly farming practices.

REDEFINING PRODUCTIVITY IN THE VALUE CHAIN: The coffee giant reduces waste by encouraging customers to use reusable cups, recycle materials in its stores, and minimize water usage.

ENABLING LOCAL CLUSTER DEVELOPMENT: Starbucks invests in farmer support centres that provide education, agronomy research, and economic opportunities for coffee-growing communities around the world.

Real-Life Examples of Successful Brand Activism

• Patagonia: "We're in business to save our home planet." – Yvon Chouinard, Patagonia Founder. The outdoor clothing company has been a frontrunner in environmental activism for years. In 2017, they donated 100% of their Black Friday sales—amounting to $10 million—to grassroots environmental organizations.
• Nike: "Believe in something. Even if it means sacrificing everything." – Nike's "Dream Crazy" campaign, featuring controversial NN.F.L.player Colin Kaepernick, sparked conversations about racial injustice and police brutality, demonstrating the brand's commitment to social justice.

Classic Mistakes in Brand Activism

• Tokenism: Brands must avoid shallow, one-off initiatives that can come across as insincere—for example, Pepsi's poorly received ad featuring Kendall Jenner, which trivialized the Black Lives Matter movement.
• Inconsistency: Brands should ensure their activism aligns with their values and operations. Example: Starbucks' #RaceTogether campaign faced backlash due to the company's lack of diversity in its leadership.

Five Takeaways for Brands Considering Activism

1. You can assess your brand's core values and identify relevant causes.
2. Be authentic and consistent in your approach.
3. Engage in long-term initiatives rather than short-term stunts.
4. Could you include employees in the process and let them know your intentions?
5. Be prepared to face criticism and learn from mistakes.

"Brand activism is not a marketing tool. It's a societal necessity." – Richard Edelman.

In conclusion, as the celebrated entrepreneur Richard Branson aptly put it, "The brands that will thrive in the coming years are the ones that have a purpose beyond profit." By diving headfirst into brand activism, brands can boost their reputation and consumer loyalty and become catalysts for positive change in the world. Furthermore, with the right compass and strategic map, brands can expertly sail through the choppy waters of brand activism and emerge as captains of their respective industries. So, as we embark on this exhilarating journey, let's use our collective wit, expertise, and passion for brand activism to create a brighter, more inclusive, and sustainable future for everyone on board.

At PROCREALLIGENCE, we believe in helping brands unlock their full potential through brand activism. As an integrated branding and marketing communications solutions firm, we leverage our Proactivity, Creativity, and Intelligence values to create compelling campaigns and strategies that resonate with today's conscious consumers. By partnering with us, brands can effectively navigate the complex world of brand activism, ensuring a meaningful and impactful connection with their audience while fostering long-term loyalty and growth.