The Rise of Brand Activism

Standing on Business is Good for Business

Neutrality looks good on Switzerland, but for brands?

Not so much.

Welcome to your brand activism era. Modern consumers expect your brand to have a value system and to act on those values with integrity. And thanks to instant access to your company's entire history, they know when you're faking it.

Authentic brand activism creates consumer connection, market differentiation, and business value, which means standing on business isn't just ethical—it's also good for business.

The New Customer Expectation

Once upon a time, ad men in three-piece suits sat in high-rise buildings, chain-smoking and trying to come up with the best way to convince people to buy things they didn't need.

Those days are over.

Modern audiences—especially younger consumers—actually research a company's values before doing business with them. And if a company should act in a way that doesn't align with the consumer's values, they'll switch to a competitor in a heartbeat.

This is due to several factors:

1. Information accessibility — consumers have greater access to brand information, giving them greater decision-making power when it comes to choosing products and companies that reflect their own values
2. Public image — audiences increasingly view the products they buy and companies they choose as a reflection of themselves, and they select brands that positively reflect their values.
3. Instant communication — thanks to email, chat bots, and social media, consumers have more opportunity to communicate with brands and voice their opinions. If they notice that a brand isn't aligned with those opinions, they don't feel seen or appreciated
4. Unbelievable selection — with the rise of mega-vendors like Amazon, consumers aren't pigeon-holed into using one brand or choosing one company simply because that's what's on shelves in local stores

The shift from "what do you sell?" to "what do you stand for?" is complete, and silence can be construed as complicity or lack of conviction, rather than neutrality.

Brand Besties

The simple truth is that modern audiences want to feel close to your brand; to feel they have something in common with their favorite labels, products, and services. Recent research indicates that almost half of consumers are more likely to buy from companies that speak out about specific topics or causes, with 63% of Gen Z and 57% of Millennials saying brand activism impacts their purchasing decisions.

When brands take an authentic stance, they create emotional resonance that transcends transactional relationships.

Let's take Patagonia for example. They have vocally championed grassroots climate justice, eco-friendly practices, and employee wellness since the very beginning. Their activism isn't a marketing ploy—it's baked into their business model, with repair services to extend product lifespans and campaigns to encourage conscious consumption.

Patagonia is one of the most profitable retailers in the world with a fiercely loyal customer base that sees purchasing from Patagonia as an extension of their own values, and an opportunity to do something good with their purchasing power.

According to the 2024 Meaningful Brands report, 73% of consumers want companies to show more humanity and generosity during tough times, and 71% want businesses to do more for society and the planet.

The takeaway here is clear: shared values create shared identity.

Putting a Face to the Name

The great paradox of modern branding (and rock-solid relationships, btw) is that vulnerability makes you stronger. Sure, when companies take a stand, they're inviting all kinds of armchair quarterbacks and commentary. But this openness is what ultimately transforms faceless corporate entities into relatable partners.

Taking a stand humanizes your brand in ways that traditional marketing just can't. When you publicly commit to a position, you're essentially saying, "This is what we believe in, and we're OK with you holding us accountable." In turn, this opens genuine channels of dialogue with your audience and invites authentic engagement from prospects, customers, and even competitors.

And here's where it gets really interesting: when controversy inevitably comes, it can actually increase engagement in your brand. Consumers will be watching to see if you stick to your values in an authentic way. Of course, not everyone will agree with your values, but that's part of the point. The resulting dialogue signals that people care enough to engage, rather than just silently watch your company float along.

The key is that your convictions can't just be performative. You have to actually walk the walk in every aspect of the business, from how you hire to how you develop product to how you present yourself on social media. Your activism has to be woven into your operations—visible, meaningful, and trustworthy—to make an impact on audiences.

Sailing the Sea of Sameness

Virtually every industry is experiencing unprecedented levels of competition, with brands making similar claims and vying for attention from similar audience profiles. In a sea of similar brands, companies, and products, your positioning is what creates the difference for the consumer. Your values are your differentiator.

Let's say you own a company that makes sweaters. When a potential sweater buyer searches "trendy sweaters for fall," they're going to get tens of thousands of results. In many cases, different storefronts will be offering the exact same products under different labels and price points.

So how do you set yourself apart? You create a unique, ownable brand position that resonates with your consumer on a deeper level than just sweaters. You show them that you care about the same things they care about by publicly committing to causes—in this case, it could be providing sweaters to shelters for women and families—and, in doing so, establish expertise in areas that matter to your ideal customer.

With recent changes in DEI hiring practices, customers are also paying more attention to workplace cultures than ever before. Target is experiencing its first major layoffs in a decade due, in large part, to boycotts from formerly loyal shoppers. Amazon recently made headlines for laying workers off via 3:00AM text messages. These practices can't be concealed anymore—and they shouldn't be—and consumers care about how companies treat their people.

One of the most beautiful things about standing on business as a brand is that while competitors can copy your service offerings, match your pricing, and maybe even poach your talent, they can't replicate your authentic commitment to your values. Your activism can protect your position in the market, all while attracting your most sought-after clients, making it a transformational positioning strategy.

Do it Right

Before you go running off with a hand-painted sign and a big idea, a word of warning: Activism done poorly is worse than no activism at all. It's vital to ensure that your brand is taking a public stand that can be supported by company history, current action, and future planning. If you're talkin' the talk, but not walkin' the walk, your consumer base will notice and all the trust you've worked so hard to build will begin to erode.

The one thing you don't want is to be seen as performative.

That's where strategic thoughtfulness and genuine, long-term commitment comes into play, building credibility and creating community.

True activism begins internally, and your values should be apple inside-out, starting with your culture and then moving toward external efforts. Audit your corporate culture ruthlessly and make sure your company is making smart decisions regarding operational processes and team structures. Customers will always know if you're faking it.

One easy way to avoid performative activism accusations to choose issues that are relevant to your brand. You don't need to champion every cause, as long as you're steadfast in your commitment to one or two causes that mean something to your company. For example, your sweater company might develop a long-term partnership with an organization that provides sweaters to unhoused people—that makes sense for your company, does tangible good for the community, and it's a way to make a consistent contribution.

While your brand won't be able to avoid all controversy—there will always be a nay-sayer or a critic—authenticity in activism will ensure that your position is relevant and genuine. That's when your activism becomes an advantage.

You've Got to Stand for Something

Business has gotten really personal in the last couple decades. People have gone from purchasing what's available in their local stores, to researching products and brands before making a commitment. The new word of mouth is social media, where people can share their opinions with thousands of followers in a matter of seconds.

If your brand is feeling a little bland because there's no ownable differentiation in today's market, it may be time to assess your values and look for opportunities for activism.

And if that sounds overwhelming asf, give us a shout. We're really good at helping brands find their voice, and take a stand.