How to Take a Stand with Brand Activism
It’s time to go beyond simply selling products. Brands are now digging deeper into consumer values, taking a bold stance on social and political issues, and making concrete steps toward change.
Few brands have mastered the art of activism quite like Ben & Jerry’s. Known as much for their funky, chunky and indulgent ice cream as for their unwavering commitment to social and environmental causes. Ben & Jerry’s has been at the forefront of brand activism for decades. They don’t just speak up, they take action.
Ben & Jerry’s has been making a difference for decades:
World’s Largest Baked Alaska Fights Oil Drilling in Alaska (2005)
When the US Congress was set to open the Arctic National Wildlife Refuge for oil drilling, Ben & Jerry’s protested in the most delicious way possible. They crafted the world’s largest Baked Alaska dessert, served it up in front of the US Capitol, and used the stunt to raise awareness and rally support against the plan.
Cows Go Underwater to Save the Great Barrier Reef (2014)
After Australia approved an expansion of the Abbot Point Coal Terminal that would threaten the Great Barrier Reef, Ben & Jerry’s launched the Fight For The Reef Scoop Tour. They sent two “cows” underwater to pose with the reef, creating a memorable and impactful campaign that encouraged Australians to take action.
Make Some Motherchunkin’ Change (2024)
With their latest campaign, Ben & Jerry’s aimed to empower everyday people to make positive change in their communities. The campaign showcased real-life activists and artists from around the world and celebrated all the big and small ways that everyday consumers can make change. As Doug Cameron, Chief Creative & Strategy Officer at DCX, puts it, “If you have a heart, you can be an activist.”
The Rise of CEO Activism
In the past, CEOs could operate behind a wall of representatives, rarely engaging directly with the public. Today, with social media platforms like LinkedIn and Twitter, CEOs are now easier to contact than ever before and consumers aren’t afraid to hold them accountable.
When a CEO speaks out on social or political issues, it carries weight.
Disney CEO Bob Iger Speaks Out Against Gun Violence
Bob Iger has been an outspoken leader on social issues. On the 10th anniversary of the Sandy Hook school shooting, he publicly addressed gun violence and launched the “Start With Hello” initiative. This programme has helped students combat social isolation by fostering inclusivity and connection, proving that activism isn’t just about statements, it’s about action.
Feeling too Shy to be an Activist?
It’s no surprise if you feel that taking a stance on social issues may harm your brand or isolate a key customer segment. It was only last month when we reviewed the Bud Light controversy where their inclusive partnership with trans influencer Dylan Mulvaney sparked outrage among some of Bud Light’s more right wing customer base. This led to a significant drop in sales, ultimately leading to Bud Light losing their top position in the U.S. beer market.
However, there are ways to engage in brand activism successfully and the Bud Light case is certainly one to learn from.
Key Considerations When Leveraging Brand & CEO Activism
Don’t Allow Activism to Distract You from Your Purpose
It’s essential to align activism with your company’s core mission. Jumping on trending issues without a clear connection to your brand can come off as inauthentic. Stay focused on causes that genuinely resonate with your business values and customer base.
Is It One Person’s Vision or a Company-Wide Commitment?
CEO activism is powerful, but it should reflect the company’s broader vision. A single leader speaking out without company-wide buy-in can create internal friction and external skepticism. Make activism embedded in your company culture.
Do Your Research
Speaking out on an issue requires more than just good intentions. Understand the complexities of the cause, collaborate with experts, and be prepared for those tough questions. Misinformed activism can do more harm than good.
Go Beyond Messaging
Words are just the beginning. Consumers want real action and real results. Instead of just making statements, invest in initiatives, partnerships, and policies that drive change.
Employee Engagement Matters
A company’s activism should start from within. Encourage employees to participate in social impact initiatives, provide volunteering opportunities, and create a culture of advocacy.
Community Outreach Is Key
Activism isn’t about self-promotion; it’s about making a difference. Work directly with communities, support grassroots movements, and listen to the voices of those most affected by the issues you’re championing.
Be Transparent
Consumers appreciate honesty. If your brand is taking a stand, be clear about your motivations, goals, and the steps you’re taking. Avoid vague promises and corporate jargon. Authenticity is always key.
Consider Potential Backlash
Not everyone will agree with your stance. Be prepared for criticism and know how to respond. If backlash arises, stick to your principles and communicate your position clearly. If mistakes are made, own up to them and adjust your approach.
Ready to Make a Change?
Want to make a change but would like some expert advice on what to do and how to do it? Contact the Source PR team toda