What do you think of when you hear the term marketing activism? You may think of brands sharing social justice messaging on social media platforms, changing their logo as a way to show support for events such as Pride month, or even donating money to organizations that support underrepresented groups or causes. However, marketing activism is much more than that.
At its heart, marketing activism is a practice that is rooted in both the mission and values of a brand and the desire to elevate and support social change movements. Brands that believe in marketing activism go beyond advocacy—working within the legislative process to influence the legal system—and work directly with the individuals and organizations on the front lines of change-making.
Recent studies show a seismic shift in consumer’s perceptions and expectations of brands and social activism. Where once it was seen as detrimental for a brand to “take a stand” on an issue, the pressure is now mounting for brands to not just take a stand, but often take the lead.
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