Brand Purpose & Activism

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Corporate Activism is now mainstream through to the rise of the Ethical Consumer 

The wave of desire for change of 2020-2021 acted as a catalyst to shift political discourse and action. The global pandemic, election tensions, ecological disasters and police violence - created a perfect storm for heightened and re-energized political and activist engagement.

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Activism went mainstream and politics became part of everyday conversation and social life. For institutions and prominent people neutrality ceased to be an option, athletes became human rights icons and brands were critiqued like governments.

Moving forward into the future, the political and ideological goal posts has drastically shifted. Once extra-progressive topics have now surfaced into mainstream, with Black Lives Matter and The Green New Deal now part of our daily conversations.

These changing political sentiments have influence the rise of more ethical consumers. Ethics and sustainability are now at the forefront of many people's minds when making purchasing decisions . Generating growing expectation on brands on their role in the social-political sphere.

Demographic changes in buying power is also having an impact. With Millennials spending and decision-making habits leading the economic shift.

This new class of consumer demands a much higher level of ethical practice from brands and is more likely to be critical of brand activism.

65% of people now believe that businesses hold just as much responsibility as governments for driving social change*, 75% believe brands need to take a stance on social issues**.

* The Future Laboratory 2020

* WARC 2021