This development is not only due to the good Country Email List 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 world or at least Country Email List 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 Country Email List stand up for your ideals as a brand and do you dare to take sides if necessary.
Or are you as a brand so brave that you start the Country Email List discussion to initiate social change? Brands like Nike and Patagonia weren't afraid to make their voices heard. They took sides, stood up for their supporters and let them hear a strong noise Country Email List to the outside world. This is brand activism. But should brands get involved with Country Email List politically charged themes? And what are the ingredients for a successful transmission of the message? To Country Email List gain more insight into the possible effects 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 sincere involvement According to Country Email List 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 Country Email List et al., 2020 ; Schmidt et al., 2021 ). An example is the case of Pepsi. In an effort to join the Black Lives Matter movement and appeal to a younger audience, Pepsi launched a commercial starring Country Email List model and influencer Kendall Jenner. The commercial was widely criticized , was quickly withdrawn, and Pepsi apologized for it. The brand has been accused of woke washing because there is no supporting evidence of genuine involvement in this theme. According to researchers.