Activist campaigns are proving successful and on the increase at a time when consumers expect brands to play a role in improving the world around them. While consumer engagement is important, the most successful will go beyond that into becoming movements and driving real-world action.
Activist campaigns appeal to people’s sense of injustice or desire to do good and provoke them to take action for change. Traditionally, activist strategies are most common to non-profit or political organisations. But, in recent years, brands are also getting on board and taking cues from grassroots activism.