Corporate sociopolitical activism
Firms may engage in CSA to appeal to purpose-driven ideals, as well as contribute to more strategic motives, in line with consumers' existing preferences for moral purchasing options.
A recent study found that 64% of global consumers choose to buy or boycott a given brand on the basis of its political leanings, a result suggesting the increasing importance of ethical consumerism practices.
Firms have spoken out about racial justice in a number of ways (e.g. affirming support for the Black Lives Matter movement, donating a portion of profits to civil rights organizations).
Among the most prominent examples of racial justice CSA came in September 2018 when Nike announced football player Colin Kaepernick as the spokesperson for its thirtieth anniversary advertisement campaign.
[22] While Nike's decision initially sparked consumer backlash, as well as a dip in stock price, the firm's value reached an all-time high only a week later.
Additional examples of racial justice CSA include the following: Firms have utilized both internal and external resources to take a stand on issues facing the LGBTQ+ community.
[29] Published since 2002, the Human Rights Campaign has utilized its Corporate Equality Index (CEI) to measure the extent to which American businesses treat equitably their LGBTQ+ employees, customers, and investors.
While sustainable business practices have long been a component of firms' CSR activities, some companies have taken an activist stance in recent years to address climate change more explicitly.
Its November 2011 "Don't Buy This Jacket" spot in the New York Times served as both an advertisement for the firm's merchandise and an imperative for consumers to reduce their carbon footprint.
"[45] Burger King advocated for net neutrality with a January 2018 ad that illustrated the concept of paid prioritization through hamburger sales—customers were told they would have to wait longer for their food, unless they were willing to pay a premium for immediate service.
[47] In January 2017, nearly 100 Silicon Valley firms filed an amicus brief against the Trump administration's anti-immigration policy directed at refugees, travelers, and visa holders originating from predominantly Muslim portions of the world.
Notably, managers may find it especially appropriate to engage in CSA if they are deeply committed to activism, and it aligns with their strategic objectives (i.e. acquiring a more liberal or conservative customer base).
Given the enduring nature of activism, it is often plausible for investors to believe CSA serves as a value-based indication of a firm's future decisions, particularly those related to purpose, reputation, and relationship management.
By the mid-2010s, forms of rhetoric that were later retroactively labelled as "woke" had entered mainstream media and were being used in marketing and advertising;[50] campaigns associated with this trend have been generally perceived by consumers as insincere and inauthentic, and have provoked cultural backlashes.
[51] Cultural scientists Akane Kanai and Rosalind Gill described woke capitalism as a then-"dramatically intensifying" trend in which public relations pertains to the concerns of historically marginalized groups (such as in terms of race, gender and religion), using them as mascots in advertisements with messages of empowerment.
[52] The term woke-washing was used in 2019 by Alan Jope, chief executive of Unilever, who warned that brands which failed to take verifiable action on their rhetoric could "further destroy trust in our industry".
[53] Helen Lewis held the opinion that cancel culture is the result of what she calls "the iron law of woke capitalism", and believes that it is used for inexpensive messaging as a substitute for genuine reform.
