What the rise in social activism means for brands

Research by Starcom UK and Twitter into the motivations behind social activism, and consumer expectations of brands in relation to issues such as climate change and poverty.

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.


  • Consumers perceive brands to be stewards for specific activism topics, such as the environment and poverty alleviation.

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