Brand Activism Flashcards
(17 cards)
Brand Activism (Kotler)
As Kotler and Sarkar (2018) argue, brand activism is the new corporate social responsibility. It reflects a shift from traditional, compliance-based CSR to a more proactive, value-driven stance where brands take a stand on societal issues.
This shift is not just reputational — it’s strategic, shaping how consumers perceive value and decide where their loyalty lies.
What is brand activism?
Brand activism can be defined as a company’s deliberate effort to engage in societal, environmental, or political issues, aligned with its core values and brand purpose, to create positive social change.
What does brand activism do for businesses?
Brand activism is integrated into business strategy, operations, and communication. It addresses contemporary customer expectations that brands solve problems, not just sell products.
What did Kotler change in 2022 in brand activism?
According to Kotler (2022), this reflects a broader shift from product-centric marketing to human-to-human (H2H) marketing — where brands are expected to communicate sincerely, stand for something, and build authentic, emotional connections with consumers. In this model, brand purpose becomes the “why” of a brand — the reason it exists beyond profit — while brand activism is the “how” it lives that purpose in the world.
What is brand purpose ?
Brand Purpose is the guiding mission that defines the brand’s societal role and emotional appeal (e.g., Dove: “Real beauty for real women”).
What is brand activism?
Brand Activism is the action a brand takes to engage with social, environmental, or political issues based on that purpose (e.g., Patagonia suing the U.S. government over land protection).
What is UVP?
Unique Value Proposition (UVP) is what sets the brand apart in the marketplace — the functional and emotional benefits it offers (e.g., Apple’s seamless innovation and design).
How do concepts overlap ie what is UVP today?
Today, these concepts overlap and inform each other. A brand’s UVP is no longer only about features; it includes values, beliefs, and behaviour. Customers don’t just buy what a brand sells — they buy why the brand exists.
What are 4 Ps?
Traditional models like the 4Ps (Product, Price, Place, Promotion)
What are 4 Cs?
customer-centric frameworks such as the 4Cs (Customer solution, Cost, Convenience, Communication)
What is FIVA? (Explain)
FIVA (Feel, Inform, Value, Act) is a modern communication model emphasising emotion (Feel), education (Inform), relevance (Value), and engagement (Act). It moves away from transactional messaging toward solution-driven, empathic communication — aligned with the goals of brand activism.
What are 4 Ps replaced by?
are being replaced by customer-centric frameworks such as the 4Cs (Customer solution, Cost, Convenience, Communication) and FIVA:
What is purpose of design thinking?
Design thinking encourages marketers to empathise, define problems from the user’s perspective, and co-create solutions — not just promote offers.
Practical examples of brand activism:
Patagonia – A leader in environmental activism, Patagonia integrates sustainability into its operations (e.g., using recycled materials) and communication (e.g., “Don’t Buy This Jacket” campaign). The brand’s purpose and activism are indistinguishable, earning deep customer trust.
Ben & Jerry’s – Vocal on racial justice, LGBTQ+ rights, and climate change. Their activism is consistent, bold, and backed by action — from donation to lobbying. Their brand purpose (“linked prosperity”) informs every touchpoint.
Microsoft – In the B2B space, Microsoft demonstrates activism through accessibility, privacy, and ethical AI development. This strengthens long-term trust with governments and enterprise clients — brand trust becomes a business asset.
Revolut and Mastercard – Revolut uses transparency and digital freedom as a purpose-driven differentiator, targeting younger, sceptical consumers. Mastercard’s “True Name” initiative (allowing LGBTQ+ users to use preferred names) demonstrates inclusion as both a message and product innovation.
Strengths and risks of brand activism:
Strengths:
Builds loyalty and differentiation in saturated markets
Appeals to values-driven younger consumers (Gen Z, millennials)
Strengthens internal culture and employee engagement
Creates long-term, emotional brand equity
Risks:
Authenticity is everything — inauthentic activism or “woke-washing” (e.g., Pepsi’s Kendall Jenner ad) can trigger backlash.
Mismatch between words and actions (e.g., greenwashing) undermines credibility.
Overstepping can alienate stakeholders who disagree with political stances.
Activism must align with brand purpose and audience — it’s not one-size-fits-all.
When does brand activism occur?
when companies take a public stand on social/ political issues going beyond CSR.
