Discussion Post
In today's modern marketplace, the quality of the product or service alone is no longer enough to judge a brand. Other aspects too prevail, such as how much the brand is committed to dealing with wider societal issues. Social media and global connectivity powered awareness among consumers and pushed them to hold brands accountable for their values and actions. In fact, consumers-especially young ones-hold businesses responsible for being active participants in conversations involving social justice, environmental sustainability, and political integrity, rather than just profit-driven activities. As consumer expectations around this trend continue to evolve, brands are increasingly expected to do good with their products and conspicuously align themselves with causes and values their audiences care about. In the context of this paper, brand activism will be identified as one of the new up-and-coming trends that shape consumer perceptions in relation to trust, loyalty, and differentiation of brands. One of the major hallmarks of brand activism is the fact that it holds massive potential to gain significant levels of influence over consumer trust and consumer loyalty. In a 2018 study by Edelman, 64% of consumers were prepared to buy or boycott a brand because of its stance on a social or political issue alone (Edelman, 2018). This goes to show how hard brand activism can hit their purchase decisions. Whereas other brands have taken advantage of such a trend, when the brands positioned themselves in social movements, as in the case of Nike aligning themselves with former NFL player Colin Kaepernick in his protest against police brutality (Diregar, 2020). Taking a stand on such a debated issue, Nike was able to reach another portion of consumers that have sentiments towards activism and social change. This furthered Nike's brand identity as a champion of equality and fairness, and it speaks to forming deeper loyalty from its customers. Likewise, shallow brand activism could alienate audiences. For example, a 2017 ad featuring Kendall Jenner trivialized the Black Lives Matter movement; it also was criticized by the wider public and damaged the brand's credibility. Accordingly, brand activism reinforces the loyalty of consumers, though at times it may also backlash if it is felt fake and opportunistic by the consumer. Besides levels of trust and loyalty, brand activism has an increasingly significant function in brand differentiation within an increasingly busy market. As the world places greater demands on corporate accountability, so a brand's activism provides a special opportunity to differentiate against rivals. Authenticity is key, though, since those brands that only "jump on the bandwagon" without their activism align with their core values risk perceptions of insincerity. But Ben & Jerry's arguably has been one of the best examples of a brand that wove activism right into its corporate identity, be it through progressive stances on climate change, racial justice, and even LGBTQ+ rights (Segal, 2024). That activism works with that customer base because, over the last several decades, the company has been remarkably consistent in its stated brand values. By branding Ben & Jerry's primarily onto a social cause, knitted into their identity, it has not only differentiated the company from the competition but earned a degree of trust and authenticity. At companies that haven't built such a deep tradition of advocacy, brand activism can seem opportunistic, which can diminish its potential to shape consumer views.
In the end, brand activism plays an even greater role in shaping consumer perceptions in today's market. It gives a brand the opportunity to be closer on an emotional level, gain the audience's trust, and be differentiated from its competitors. Otherwise, it runs several risks. Any brand approaching activism has to be in a place of authenticity and commitment to what it is supporting so it does not get damaged in reputation.
