What we know about activist campaigns

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

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. However, brands also need to be prepared to respond appropriately to potential backlash when embracing causes that may be polarising. 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...

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