Brand activism and Its role in shaping consumer perspectives
This marketing discussion post example examines the topic of brand activism and its significant influence on consumer behavior in the contemporary marketplace. The discussion post author provides specific case studies to illustrate this impact, such as the Colin Kaepernick Nike incident and Ben & Jerry’s commitment to social justice causes. However, the author also acknowledges that brand activism, if perceived as insincere, can damage a brand’s reputation. One example highlighted in the discussion is Kendall Jenner’s Pepsi commercial, which alienated a significant portion of the brand’s target market after the ad was aired.
September 27, 2024
* The sample essays are for browsing purposes only and are not to be submitted as original work to avoid issues with plagiarism.
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Discussion Post: Brand Activism and Its Role in Shaping Consumer Perspectives
Institution
Student’s Name
Course Title
Instructor’s Name
Date of Submission
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Discussion Post
In today's modern marketplace, the quality of the product or service alone is no longer
enough to judge a brand. Other aspects too prevail, such as how much the brand is committed to
dealing with wider societal issues. Social media and global connectivity powered awareness
among consumers and pushed them to hold brands accountable for their values and actions. In
fact, consumers-especially young ones-hold businesses responsible for being active participants
in conversations involving social justice, environmental sustainability, and political integrity,
rather than just profit-driven activities. As consumer expectations around this trend continue to
evolve, brands are increasingly expected to do good with their products and conspicuously align
themselves with causes and values their audiences care about. In the context of this paper, brand
activism will be identified as one of the new up-and-coming trends that shape consumer
perceptions in relation to trust, loyalty, and differentiation of brands.
One of the major hallmarks of brand activism is the fact that it holds massive potential to
gain significant levels of influence over consumer trust and consumer loyalty. In a 2018 study by
Edelman, 64% of consumers were prepared to buy or boycott a brand because of its stance on a
social or political issue alone (Edelman, 2018). This goes to show how hard brand activism can
hit their purchase decisions. Whereas other brands have taken advantage of such a trend, when
the brands positioned themselves in social movements, as in the case of Nike aligning
themselves with former NFL player Colin Kaepernick in his protest against police brutality
(Diregar, 2020). Taking a stand on such a debated issue, Nike was able to reach another portion
of consumers that have sentiments towards activism and social change. This furthered Nike's
brand identity as a champion of equality and fairness, and it speaks to forming deeper loyalty
from its customers. Likewise, shallow brand activism could alienate audiences. For example, a
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2017 ad featuring Kendall Jenner trivialized the Black Lives Matter movement; it also was
criticized by the wider public and damaged the brand's credibility. Accordingly, brand activism
reinforces the loyalty of consumers, though at times it may also backlash if it is felt fake and
opportunistic by the consumer.
Besides levels of trust and loyalty, brand activism has an increasingly significant function
in brand differentiation within an increasingly busy market. As the world places greater demands
on corporate accountability, so a brand's activism provides a special opportunity to differentiate
against rivals. Authenticity is key, though, since those brands that only "jump on the bandwagon"
without their activism align with their core values risk perceptions of insincerity. But Ben &
Jerry's arguably has been one of the best examples of a brand that wove activism right into its
corporate identity, be it through progressive stances on climate change, racial justice, and even
LGBTQ+ rights (Segal, 2024). That activism works with that customer base because, over the
last several decades, the company has been remarkably consistent in its stated brand values. By
branding Ben & Jerry's primarily onto a social cause, knitted into their identity, it has not only
differentiated the company from the competition but earned a degree of trust and authenticity. At
companies that haven't built such a deep tradition of advocacy, brand activism can seem
opportunistic, which can diminish its potential to shape consumer views.
In the end, brand activism plays an even greater role in shaping consumer perceptions in
today's market. It gives a brand the opportunity to be closer on an emotional level, gain the
audience's trust, and be differentiated from its competitors. Otherwise, it runs several risks. Any
brand approaching activism has to be in a place of authenticity and commitment to what it is
supporting so it does not get damaged in reputation.
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References
Diregar, M. G. (2020, November 9). Colin Kaepernick: A Retrospective Look at Nike’s Most
Successful Story. Retrieved from JAC Digital:
https://jacdigital.com.au/colin-kaepernick-a-retrospective-look-at-nikes-most-successful-s
tory/
Edelman. (2018, October 2). Two-Thirds of Consumers Worldwide Now Buy on Beliefs.
Retrieved from Edelman:
https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-belie
fs#:~:text=Nearly%20two%2Dthirds%20(64%20percent,13%20points%20from%20last
%20year.
Segal, E. (2024, March 4). What The Activism Of Ben & Jerry’s Can Teach Business Leaders.
Retrieved from Forbes:
https://www.forbes.com/sites/edwardsegal/2024/03/24/what-ben--jerrys-activism-can-tea
ch-business-leaders/
September 27, 2024
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Academic level:
Undergraduate 1-2
Type of paper:
Discussion post
Discipline:
Marketing
Citation:
APA
Pages:
2 (550 words)
* The sample essays are for browsing purposes only and are not to be submitted as original work to avoid issues with plagiarism.
