Abstract

The relationship between brand activism and other forms of activism, as well as the potential paradoxes that may arise from practicing brand activism, has not been fully addressed in the burgeoning brand activism literature. However, these questions are valid, given the growing interest in brands and activism in both research and practice. This article presents an overview of the ecosystem of organisation-related activisms surrounding brand activism and provides some insights into how brand activism can act as a bridge between them through different response processes within this ecosystem. Additionally, it discusses the relationship between corporate and brand activism, arguing that they are inextricably intertwined through the notion of organisational authenticity. Furthermore, the article uses the paradox wheel to illustrate some of the paradoxes of brand activism that should be considered in practice and as a basis for expanding research in the field. Finally, this article introduces a collection of articles in this special issue that has brought together a group of scholars researching brand activism from different perspectives, each of which offers grounds for a critical evaluation of what activism brings to brands, and what brand activism and branding bring to activism itself.

Introduction

Traditionally, activism has been limited to the political and social spheres. However, the changing manner in which consumers interact with brands has led to a need to rethink existing perspectives on the role of brands in contemporary society (Swaminathan et al. 2020). In the present time of social and political polarisation, societies worldwide confront a variety of urgent issues, such as capitalism, consumerism, poverty, the climate crisis, LGBTQIA rights, racial discrimination and injustice, the consequences of the Covid-19 pandemic, the legal status of abortion, gun control, and religious matters. At the same time, in the hyperconnected world individuals have gained an instant and continuous access to networks, other people, political organisations, brands, and other entities anytime and anywhere. They can easily become involved in various issues and express their opinions. Doing nothing has become a form of complicity and this mindset seems to be entering the business world as well (Moorman 2020). In this altered context, the notion of brand activism has become a prevalent topic in brand management literature and practice. Brand activism refers to the type of activism where companies and their brands play a significant role in social change processes by taking a stance on social and political issues (Moorman 2020).

Conclusion

Brand activism has become a widely practiced phenomenon in the business world, and research on the topic has penetrated the brand management literature. It is arguable that brand activism is here to stay due to increased consumer and stakeholder awareness of societal issues and their expectations of active corporate involvement in addressing them. As demonstrated in this special issue, brands can and should play an important role in addressing societal controversies. However, as stated in our article and reiterated by other articles in this special issue, brand activism presents several issues that brand management must be aware of, explore, reflect on, and consider in research and practice.

As part of the special issue on brands and activism, the aim of this article was to highlight some areas that we believe are particularly important for understanding brand activism and how it can be managed. This article, along with the other articles accepted for this special issue, may serve as a source of inspiration for further research or as an introduction to the topic. It may also stimulate thinking about various outstanding dilemmas in this area that are worthy of further exploration. We hope that this special issue will inspire other scholars to develop future theoretical and empirical advances that will contribute to a rich body of literature that will expand our understanding of brand activism in new and important ways. We also hope that it will provide brand managers with some valuable and helpful insights.