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Brands can be rewarded for social activism – but they also risk losing customers to apolitical rivals

  • Written by Jessica Vredenburg, Senior Lecturer (Assistant Professor) in Marketing, Auckland University of Technology
Brands can be rewarded for social activism – but they also risk losing customers to apolitical rivalsGettyImages

From Nike to Ben & Jerry’s to Airbnb, more and more brands are taking a stand on sociopolitical issues (often called brand activism), to the point it’s arguably become a component of any brand’s strategy.

But as consumers grow more accustomed to such initiatives, they’ve also become increasingly critical....

Read more: Brands can be rewarded for social activism – but they also risk losing customers to apolitical...

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