Brand Activism: it’s not enough to say, now it’s time to do!

Brand activism is in fact distinguished into regressive or progressive. The former refers to brands of controversial products that support causes that are not borne out by their own activities, think of large tobacco, alcohol or fast fashion brands that engage in social, health or ecological issues.
The effects of these discrepancies, if at first they may even clean up the image or minimise the perception of the real damage these industries cause, end up impacting on the decision-making process leading to purchase, as consumption tends to be less and less just functional and more and more identity-driven.
Progressive Brand Activism, on the other hand, sees companies taking sides and acting in favour of what are considered to be steps forward for the life of the association or proposing themselves as promoters of new ideas, new interests totally in line with the values of the brand, and it is precisely to the latter that we should aim. It should not be a way to increase sales or brand equity.

How to manage communication during wars or crisis situations

Those working in the field of marketing could not help but wonder whether and how to deal with the Russia-Ukraine war in brand communication.

Many companies have wondered, and asked us, how to behave on their social platforms: talk about it, take sides, post, block campaigns, ignore, keep quiet?

Not mentioning the conflict in this case, but in general during the different crises that can occur in the world balance, might seem an act of superficiality. Ignoring a serious problem while continuing to post one’s editorial plan as if it were nothing with the ultimate goal of profit, especially during a war, could communicate a frivolous and insensitive view of the brand.
Then context becomes a key aspect to consider.
Increasingly relevant is the awareness of what, how and when our digital content is released, be it campaign or organic. Brand activism has to take into account the importance of brand identity, history and corporate values. Internationalisation is becoming increasingly important, especially for big brands, and the strategic planning component of marketing is now indispensable.

On the other hand, appropriating and addressing issues far removed from a company’s values could be perceived as a desire to grab extra likes, with yet another post on the topic of the day.
One only has to think of what happened to Kylie Jenner. The entrepreneur was criticised for posting an Instagram story expressing solidarity with Ukraine, which was followed a few hours later by a story promoting her lipstick.
“Brands need to be aware of the context, the tone and the moment in which their advertising appears,” says Dave Barnett, communications campaign manager for the Applebee’s restaurant chain, which also appeared as a split screen during CNN’s live coverage from Kiev: “It’s not just about the more or less direct relationship between that brand and the conflict or any other event. Context is a priority, this has always been true and today it is even more so’.

How to communicate Brand Activism well

You need a deep knowledge of the brand, you need to understand what issues to expose yourself on: doing it on everything is wrong. Companies must talk about what they know and what they believe in, otherwise they run the risk of coming across as fake. In short, talking about the war without concrete actions, or without a real closeness to these issues can be counterproductive, making communication fall into what is defined as performative activism: supporting any cause not out of true belief, but to obtain a return of visibility linked to the topicality of the issue dealt with.

Context, relevance and authenticity… key words today more than ever.

We know that marketers love frameworks and the 5Ps of marketing are well known to all brand managers. Jay Curlay, global head of integrated marketing at Ben & Jerry’s then explains the 6Ps of brand activism:
PURPOSE: the core values
Corporate activism is not driven by your customers’ values or the issues they care about. It is driven by your brand values and the things you and your company care about. Why does your company exist and what are your core values? Be clear about your values: make sure they are rooted in something real and can stand the test of time.
POLICY: tangible change
Support real policy changes that address the root cause of the problems. Do not pursue empty actions that do not support and align with broader movements. Be transparent and be direct in asking your customers to follow you.
PEOPLE – of the movement
Your employees must truly believe in and be connected to the issues and movements you aim to support. They must be passionate about creating change. This work cannot be left entirely to agencies.
POWER: resources
Companies have significant power and influence over policy makers, the media and consumers. This includes expertise in consumer research, performance marketing, world-class creative development and large budgets. We use all this to improve the world, not just to sell more stuff.
PUBLISHING: storytelling Use your voice and consumer touch points for ongoing storytelling and creative content that engages your consumers in these movements. Offer easy access to participation, such as signing a petition or participating in a march.
POP CULTURE: relevance
Use your brand positioning and tone to differentiate yourself from the media landscape. Your connection with your consumers can help guide them to movements and your support can make your brand impactful.

Ben & Jerry’s is not the only brand with this innovative approach. Companies like Patagonia and Lush Cosmetics use their business, online communication and marketing to educate, inspire and motivate their consumers. We have seen how taking sides or keeping quiet are both a form of communication that has become impossible to avoid. There is no right formula on what to do in situations of crisis and tensions out of the ordinary, but just keep in mind the importance of context, relevance and authenticity.