Brand Activism Flashcards
(39 cards)
Define brand activism (with citation)
When a brand adopts a non-neutral stance on socio-political issues, to create social change and marketing success (Vrendenburgh et al., 2020)
What is Vrendenburgh et al (2020) stance on brand activism?
And why is this not entirely correct?
They believe that in todays market place consumers want brands to take a stand on socio-political issues.
This viewpoint is extremely one-sided and oversimplifies the complexities brands face when deciding whether to engage in activism.
Is there a history of brands engaging in activism?
Yes, there is a rich history of brands engaging in activism, sometimes to their benefit and other times to their detriment, as consumer responses can vary greatly.
= Brand managers must be strategic in their decisions to engage in activism, with various internal and external factors at play.
What would be my argument to the question “Can brands act as neutral spectators of socio-political issues?”
No, brands cannot remain neutral spectators in todays interconnect world, however they must strategically navigate their involvement.
They should prioritise their involvement in CSR practices and only engage in activism which is authentic to the brand i.e. in line with their core purpose and values.
Opening line for paragraph one: Internal and External Factors/Considerations
While consumer expectations for brand activism are rising, brand managers must navigate internal and external factors at play to determine the most appropriate approach to activism.
Give one internal factor which brand manager must consider when debating whether to engage in Brand Activism
Internal stakeholders (such as parent companies and shareholders) may hold differing views from the individual brand, complicating decision making.
Internal conflicts may arise when brands hold divergent views from their parent companies or shareholders, which can significantly disrupt internal operations.
Give a real-life example of internal conflict which has risen as a result of differing stakeholder views.
Ben and Jerrys owned by Unilever have openly criticised their parent company’s damaging environmental policies which do not align with the values of Ben and Jerrys, causing tension within the company.
This illustrates one challenge which brand mangers face in their decision making - maintaining alignment with broader corporate interests, even if they don’t necessarily agree with it.
What is an external consideration which brand managers must take in to account when deciding whether to engage in activism?
Target audience interests, morals, and values.
What is the risk of using external consumer interests and values to motivate activism?
They risk being perceived as exploiting consumer morals and sentiments for commercial gain
What theoretical framework can be used as an overview of the views brands have on political activism and the impact on their activism engagement?
Moorman’s (2020) Brand Political Activism Lenses
Provides insights into the varying levels of Political Brand Activism, categorising brands approaches based on their engagement levels.
What is Moorman’s (2020) ‘calculative-view’ of political brand activism?
When brands only engage when it serves their own interests in the marketplace i.e. purely for commercial gain.
What is a benefit and a drawback of brands employing a ‘calculative-view’ on brand political activism?
Benefit: can enhance brands relevance and visibility by capitalising on topical issues, gaining media attention
Drawback: raises ethical concerns surrounding brand exploitation of serious and sensitive socio-political issues and consumer values.
Give a real-life example of a brand/s with a calculative view of brand activism and the backlash faced.
Fast fashion companies PrettyLittleThings and Shein faced criticism of ‘greenwashing’ through their sustainability campaigns, as they continued malpractice behind the scenes.
Despite efforts to appear socially responsible, they faced backlash with consumers questioning the sincerity of their activism.
Instead of enhancing brand image they reduced some consumers trust, tarnishing reputation.
What does the example of PLT and Shein’s greenwashing efforts highlight in terms of strategic activism efforts?
Highlights the delicate balance brands must strike between leveraging activism for visibility and ensuring authentic commitment to socio-political causes.
What theoretical framework can be used to analyse consumers moral foundations?
Graham, Haidt and Nosek (2009) Moral Foundations Theory
What is the use of Moral Foundations Theory (2009) in the context of brand activism?
Can be used as a basis to predict consumers expectations of brands, assisting brand managers analyses of opportunities and risks - allowing them to develop a strategic approach.
Give 3 examples of consumer morals
Care vs Harm
Loyalty vs Betrayal
Fairness vs Cheating
What is the Care vs Harm moral centred around?
Centred around concerns for well-being of others, emphasising feelings of empathy and compassion
Theoretically, what would consumers which have Care vs Harm moral foundation expect of brands they engage with?
They would expect the brands they engage with to have hold values of prioritising the well-being of individuals and the societies in which they operate in.
Demonstrating empathy and compassion in their actions and messaging.
Give an example of a brand which has Care vs Harm moral foundation
Dove
Their brand message promotes the notion of ‘real beauty’ and self-acceptance - with their communication campaigns taking a strong stance against toxic media beauty standards.
This aligns with Care vs Harm consumer group - fostering a sense of trust and connection among these consumers.
Critique Graham, Haidt, and Nosek (2009) Moral Foundations Theory
It can be argued that this framework oversimplifies the complexities of moral foundations, overlooking their dynamic nature.
It also overlooks a wide array of external factors which hugely impact consumer expectations & response to brand activism: peer influence, cultural norms, and socio-economic backgrounds.
What are the benefits for brands utilising consumers moral foundations to cater towards a specific target audience?
Allows brands to better anticipate the expectations of their target consumers and tailor their activism and messaging accordingly to foster deeper connections, build brand trust, and loyalty.
Give an instance (brand) where Moral Foundations Theory would not be effective in the context of brand activism
Starbucks operates in hugely diverse markets, geographically & demographically, with their consumers spreading across all of these moral foundations.
In attempts to appeal to likely the Care vs Harm or Fairness vs Cheating foundations the CEO of Starbucks pledged to employ 10K refugees - faced significant backlash in the US with consumers of differing opinions and morales, resulting in the consumer created movement ‘America runs on Dunkin’ one of Starbucks main competitors in the States.
What is the consumer psychology framework which can be used to examine consumers creating strong connections with brands?
Consumer-Brand Identification Theory
