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
GettyImagesFrom 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....
