Five considerations for building activist brands

Research by full-service agency VMLY&R revealed that 71% of people believe that brands are more of a force for good than governments and institutions, demonstrating clear opportunities for marketers.

Why it matters

Consumers increasingly expect brands to be active participants in driving social and environmental change, rather than remaining focused solely on profit. Ensuring such efforts are more than a communications exercise requires the development of a sophisticated strategy that is attached to a brand’s core equity.


  • To build long-term intangible value for their brands, marketers should consider becoming part of the “social fabric” in meaningful ways.
  • Marketers that embrace activism may be able to reach broader audiences than in the past, or engage with new consumer segments.
  • Failing to act may constitute a risk for brands, as...
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