How People Respond to the Brand-Issue Fit in Brand Activism

What is it about?

Should brands fight hate? Many companies face this question since customers increasingly demand that the brands they purchase speak out and take a stand on social issues that polarize opinions. The war in Ukraine, the Palestinian conflict, Black Lives Matter, and the “Me Too” Movement are all issues that divide people’s opinions. Does it make sense for companies to announce a position that reflects the brand’s reputation but may risk offending some consumers? The literature has proposed that consumers will be more receptive to brand activism when the brand’s position on a social issue is somewhat unexpected. However, the results of this study suggest that audiences react more favorably to brand activism when the brand’s position is not surprising since it is viewed as more genuine and just. Audiences also tend to react more favorably to brand activism when they can empathize with the social issue, except when the brand’s position is completely unexpected.

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Photo by Henry Be on Unsplash

Photo by Henry Be on Unsplash

Why is it important?

Our findings show that brands engaging in activism need to carefully consider whether: (i) they are communicating a message that aligns with the target audience’s perceptions of the brand’s purpose, values, and prosocial corporate practices; (ii) the messaging will be viewed as authentic; (iii) consumers will deem the brand’s activism campaign to be worthy of support; and (iv) their audience will be empathetic to the social issue.

Perspectives