Nowadays, consumers are increasingly attentive to the values and ethical stances of companies. Starting from this consideration, many brands have begun to take clear positions on social, political, and environmental issues.
In this context, the concept of brand activism has gained increasing relevance, leading large companies to become promoters of social and political causes.
Unlike traditional corporate social responsibility, brand activism implies taking a clear stance on often divisive issues, such as human rights, environmental sustainability, inclusion, and gender equality. Because, paraphrasing Marc Benioff, CEO of Salesforce, great brands today have the responsibility not only to generate profits but to improve the world.
The motivations behind this choice can be manifold. Firstly, brands have understood that it is essential to seek alignment with consumer values. No longer a vertical relationship, but a horizontal one where battles and ideals are shared.
By achieving a perfect communion of views, the brand knows it can consolidate its position within the consumer's “circle of trust,” settling into a dominant position compared to competitors.
Brand activism, therefore, acts as a differentiating lever in the market, but also as a tool for loyalty and engagement. A strong social commitment, in fact, can increase customer loyalty and stimulate positive word-of-mouth.
Finally, the idea that a brand is attentive to certain issues can foster the involvement of employees, investors, and stakeholders who feel compelled to urge the company to be increasingly responsible and active on specific topics.
But while brand activism can lead to an improvement in reputation, it can also pose several risks that could compromise its image.
Accusations of “social opportunism” can become concrete if the brand contradicts itself between what it proclaims and what it actually does.
A brand's consistency is what makes it credible and reliable. It's not just about maintaining a uniform aesthetic or repeating the same messages, but rather about building a solid identity that reflects authentic values through clear positioning. Every choice, from tone of voice to communication strategy, must be aligned with the promise made to the public.
From this perspective, it must always be kept in mind that real behaviors cannot be dissimilar from the values one chooses to defend.
If this attention is lacking, the probability of significant crises arising is very high. Events that in many cases lead to fractures in brand reputation, but which can often even lead to a loss of customers. For many, in fact, inconsistent or markedly opportunistic attitudes can represent a more than valid reason to definitively abandon the brand.
To avoid controversy and ensure that brand activism is effective and authentic, companies should maintain maximum constant consistency between what they say and what they do.
It becomes essential to adopt a sincere approach, based on real actions rather than mere declarations of intent. Perhaps by involving the community, listening to one's audience, and collaborating with organizations working in the field.
In an era where transparency and authenticity are increasingly important, this strategy can only be successful if approached with seriousness and extreme responsibility.
It should not be forgotten that today, verifying the actual good faith of every action in terms of brand activism is far from impossible.
There are multiple tools capable of checking the successful outcome of certain operations: from ESG (Environmental, Social, Governance) reports to sustainability reports, fact-checking platforms, and social listening activities.
Being less transparent or superficial can turn into a boomerang capable of shattering everything that has been built. And at that point, even a very sweet Pandoro can turn into an indigestible bite, hard to swallow.