Brand activism refers to the practice of businesses taking public stances on social, political, economic, or environmental issues, with the aim of contributing to societal change[1].
"[4]Brand activism can be progressive, advocating for social justice and equality, or regressive, as seen in companies lobbying for policies that uphold the status quo or resist systemic change.
Companies like Ben & Jerry’s (founded in 1978), The Body Shop (1976), and Benetton (1965) are often cited as pioneers in aligning their business practices or marketing campaigns with social and environmental causes.
Benetton, in particular, became known for its provocative advertising campaigns that addressed issues such as racial diversity, AIDS awareness, and global conflict[9], often sparking debate and controversy[10].
This creates a financial incentive for companies to engage in activism, as aligning with societal causes can strengthen brand loyalty and appeal to socially conscious consumers.
Critics argue, however, that much of this activity was performative, with brands using the language of care and solidarity primarily to maintain consumer loyalty rather than to address the systemic inequities worsened by the pandemic[12].
This approach raised concerns about the commodification of social responsibility and highlighted the limitations of brand activism in fostering substantial progress during a global health emergency[14].