Perspectives: a research-based guide for brand activism

Consumers, employees and society at large seems to expect more and more that brands take a stand on societal issues. This notion is known as brand activism. This paper explores recent academic research on this issue, to provide guidance for brand managers and other marketers. The concept is defined and delineated, and the impact of brand activism on consumers, employees, investors and (last not but not least) the cause itself is discussed. The paper introduces the Aligned Activism Model, which outlines the key role of alignment between brand, issue, and consumers. This model provides actionable insights for marketers who seek to engage in brand activism. Suggestions for future research are provided for academics who seek to advance knowledge on brand activism.