Brand Activism

Corporate Activism • Boycott • Buycott • Brand Risk • Socio-Political Risk Assessment • Political Marketing • Lobbying

This issue provides guidance on how marketers should think about politics and how to successfully implement brand activism strategies. The articles cover not only consumer reactions to brand activism, but also the reactions of investors, employees, and politicians. In all, you’ll find a 360-degree view of one of today’s most exciting and important topics.

Guest Editor
Daniel Korschun, Department Head of Marketing und Associate Professor, Drexel University; Philadelphia, PA, USA

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Article overview

2021-11

Brand activism involves a publicly stated position and goes beyond simply fulfilling a social responsibility. It seeks to proactively cha...

2021-11

Employment practices, civic responsibilities, philanthropy, environmental stewardship, the conduct of corporate executives and employees,...

2021-11

When the public opinion on a social matter is divided, it is riskier for large brands to engage in activism than for small brands. As lon...

2021-11

Some stakeholders, notably investors, might be worried that debatable activism interferes with the goal of making profits. Therefore, the...

2021-11

Companies not only stand up for or against specific matters in plain sight of the customer, they also pursue their interests less publicl...

2021-11

Trump’s frustration with mainstream “fake news” media led him to focus his communications on social media and Twitter in particular. An...

2021-08

In a survey of future leaders, millennials answered what motivates them in their careers. Having a positive impact on society was the mos...

2021-11

The killing of George Floyd by a police officer in June of 2020 put the spotlight on brands with any history of racial injustice. One of...

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