Sociopolitical activist brands

Abstract

Purpose

This paper aims to shed light on the emerging position of companies taking stances on sociopolitical issues and the impact this has on consumers.

Design/methodology/approach

The paper uses focus groups, interviews and consumer experiments in various countries, to provide insights as to why brands are taking sociopolitical stances.

Findings

Consumers expect brands to take a stance on sociopolitical issues. However, to be credible, a stance needs to be rooted in a long-term commitment that aligns with the brand’s strategy and values. Perceived authenticity is key.

Research limitations/implications

Future studies should aim at broader generalizability and should address various industries.

Practical implications

Differentiating a brand through a sociopolitical stance requires a strategic approach. Brand managers need to identify which issues they should support, how to engage with them and the risks and opportunities involved.

Originality/value

While the impact of brands adopting a sociopolitical stance has been discussed in the mainstream media, there has been a lack of empirical evidence to support the arguments. The results of the four studies discussed in the paper provide insights and demonstrate the brand-related opportunities and risks of taking a sociopolitical stance.

Citation

Schmidt, H.J., Ind, N., Guzmán, F. and Kennedy, E. (2022), "Sociopolitical activist brands", Journal of Product & Brand Management, Vol. 31 No. 1, pp. 40-55. https://doi.org/10.1108/JPBM-03-2020-2805