Apr 26, 2022
In Business Forum
The role of purpose or social impact in business Country Email List is increasing all the time. According to 70% of C-suite leaders, the company's purpose strategy strongly influences their role, a recent study shows . It is therefore not surprising that more and more organizations have developed or are working on such a strategy. This development is not only due to the Country Email List good will of companies, but above all from the growing awareness of consumers. And the growing need for products that give them the feeling that they as individuals contribute to a better Country Email List world or at least to everyone's personal definition of a better world. Brand activism. Do you dare to take sides? Suppose something happens in the world that affects the values and purpose of your brand. Do you stand up for your Country Email List ideals as a brand and do you dare to take sides if necessary? Or are you as a brand so Country Email List brave that you start the discussion to initiate social change? Brands like Nike and Patagonia weren't afraid to make Country Email List their voices heard. They took sides, stood up for their supporters and let them hear a strong noise to the outside world. This is brand activism. But should brands get involved with politically Country Email List charged themes? And what are the ingredients for a successful transmission of the message. To gain more insight into the possible effects Country Email List of taking a stand, MarketResponse has conducted two studies. This blog focuses on one of these studies, into the importance of authenticity in taking an activist position. Marketing trick or Country Email List sincere involvement According to researchers, it is essential that brand activism emerges logically from identity and brand image. If it comes as a surprise it can be seen as a disingenuous marketing ploy ( Vredenburg et al., 2020 ; Schmidt et al., 2021 ). An example is the case of Pepsi. In Country Email List an effort to join the Black Lives Matter movement and appeal to a younger audience, Pepsi launched a commercial starring mode.