Why it matters
The emotions that drive personal activism and action vary hugely from the expectations of any brand involvement in a cause. Brands which do not understand this difference open themselves up to criticism from consumers.
Takeaways
- Consumers perceive brands to be stewards for specific activism topics, such as the environment and poverty alleviation.
- People are deeply emotionally involved in these issues. Brands must become involved authentically and cautiously, as any engagement can prove to be volatile.
- Brands should engage their core user base, as this group is most likely to have a stronger positive perception of its...