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Brand activism

•
•
J
JamieMott

This document discusses brand activism and provides suggestions for brands considering taking a political or moral stance. It notes that while activism can feel risky, it can also boost brand distinctiveness and relevance if done correctly. Some key points made include: - Brand activism is on the rise as brands look to channel consumer passions and change the world for the better, but there are risks of backlash. - Getting it right can provide greater fame through earned media if the stance is authentic and relevant to the brand and consumers. - To succeed, brands need empathy and must understand how their actions will be perceived by different audiences to avoid potential negative impacts.

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BRANDBRAND ACTIVISM
IMAGE SUGGESTIONS: BREAKDOWN OF SOCIAL CONTRACT BETWEEN PEOPLE, CORPORATIONS AND GOVERNMENT POLARISATION OF THE NEWS MEDIA THE SOCIAL MEDIA ECHO CHAMBER AMPLIFIES AND DISTORTS DIFFERENCES 1 2 3 IMAGE SUGGESTITITIIIONS: WE LIVE IN MORALLY CHARGED TIMES
MINEFIELD OR GOLDMINE FOR BRANDS? Taking a political or moral stance in this context can feel like hitting a hornets nest, so it’s no wonder most brands have aimed for neutrality – no news is good news. This is perfectly epitomised by Google’s Don’t Be Evil. But increasingly we’re now seeing brands looking to channel the energy and passion of people’s beliefs and deliberately take a moral or controversial stance – to try to change the world for the better.
THERE ARE RISKS IN PUTTING YOUR HEAD ABOVE THE PARAPET Target took a stance on LGBT rights – designating their toilets gender neutral was controversial at a time when “the bathroom bill” was being fiercely debated. Alongside positive press in the liberal media, inevitably there was a backlash and boycott movement. Although Target claim it hasn’t negatively affected sales, the risk of a backlash movement deters some brands from entering the debate.
GETTING IT RIGHT CAN PROVIDE GREATER DISTINCTIVENESS, RELEVANCE AND FAME Boost mobile wanted to fight for equal access to voting booths – traditionally in the States it is harder to vote in poorer areas where their stores were. So they turned their stores into official polling stations and received 766 million campaign impressions and won numerous Cannes awards. It can be hard to prove a financial ROI on these campaigns, however it can deliver unearned media and social media conversation – fueling fame and distinctiveness.
TO SUCCEED YOU NEED EMPATHY As Brand Activism often targets controversial or sensitive issues, it is essential to approach them with empathy. You need to understand how your actions are going to be perceived and the potential impact on the brand and the cause you are supporting.
BRANDS ARE BECOMING INCREASINGLY MORAL
Functional -> Emotional -> Moral WE’RE IN A NEW AGE OF MORAL BRANDS Traditionally the debate about brands is whether they should focus on celebrating functional benefits Vs emotional appeal. But there’s a third choice too – the Moral brand. The Moral brand is one that takes a position and stands for something. It connects with its consumers by aligning with their sense of justice. They’re motivated by an ethical pragmatism. There is a genuine desire to do good and improve the world around us – especially amongst some of the recent start ups. There is also a pragmatism to this, taking a stand can create a strong connection with consumers and broaden audience appeal in a cluttered communication environment.
Makes a moral judgement about the world Seeks to change behaviours / attitudes / beliefs in the wider world It’s LOUD Rule of thumb – can you write your position on a placard? BRAND ACTIVISM:
Delivers social value UNLESS BRAND ACTIVISM DELIVERS ON BOTH FRONTS, THEN IT WON’T LAST LONG Delivers brand value
Challenge a category prejudice / issue Challenge a societal prejudice / issue Challenging beauty Normalising periods Transphobia Equality Refugee Protecting nature NO ONE SIZE FITS ALL Brand Activism covers a wide spectrum of issues and there are a number of ways we can segment them. One way is looking at how category-close they are. Activist brands operate on a scale, from challenging their industry to change, all the way to tackling issues that sit outside their category but have a societal importance such as LGBT issues or women’s rights. Challenge a category prejudice / issue Challenge a societal prejudice / issue Challenging beauty Normalising periods Transphobia Equality Protecting nature Challenge a category prejudice / Challenge a prejudice / beauty Transphobia Refugee Normalising RefugeeRefugee
BRAND ACTIVISM IS HERE TO STAY 1 2 3 THE DISRUPTIVE EFFECTS OF TECHNOLOGY HAVE YET TO BE FULLY FELT AND THE STATE HAS NOT DONE ENOUGH TO PREPARE FOR THIS. SOCIAL MEDIA IS THE GO TO FOR GROUPS TO ORGANISE, SOCIALISE AND ACTIVATE. BRANDS CAN BE INVITED INTO THIS SPACE THROUGH BRAND ACTIVISM. ACTIVISM MATTERS MOST TO YOUNG PEOPLE. AS THEIR BRAND HABITS ARE FORMED, THESE WILL STAY WITH THEM OVER THE YEARS.
WHAT DO THE PEOPLE THINK?
78% OF PEOPLE THINK BRANDS ARE ONLY GETTING INVOLVED IN POLITICAL ISSUES TO MAKE MORE MONEY. 35%47% > PEOPLE ARE MORE LIKELY TO REMEMBER BAD THINGS BRANDS HAVE DONE THAN GOOD !"#$%&'()%"#*+%(,-.#*%)*$"&*)/0*'"#012 PEOPLE ARE SKEPTICAL OF BRANDS 78%78% OF PEOPLE THINK BRANDSOF PEOPLE THINK BRANDS ARE ONLY GETTING INVOLVEDARE ONLY GETTING INVOLVEDARE ONLY GETTING INVOLVEDARE ONLY GETTING INVOLVED IN POLITICAL ISSUES TOIN POLITICAL ISSUES TO MAKE MORE MONEY.MAKE MORE MONEY. -.#*%)*$"&*)/0*'"#012-.#*%)*$"&*)/0*'"#012 35%35%47% >47% >47% > PEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TO REMEMBER BAD THINGS BRANDSREMEMBER BAD THINGS BRANDS HAVE DONE THAN GOODHAVE DONE THAN GOOD !"#$%&'()%"#*+%(,!"#$%&'()%"#*+%(, Source: BAMM Brand Activism Study
18-24 90% 35-44 82% 65+ 30% 65+ 30% %OF PEOPLE BY AGE GROUP WHO THINK THAT BRANDS HAVE A RESPONSIBILITY TO BE POLITICAL BUT THEY SEE BRANDS AS HAVING A RESPONSIBILITY TO BE POLITICAL Source: BAMM Brand Activism Study
HELP ME SAVE THE WORLD 63% OF PEOPLE SAID THAT THEY WOULD BE MORE INTERESTED IN BUYING FROM BRANDS THAT HELP ME DO MORE TO MAKE A DIFFERENCE TO POLITICAL ISSUES I CARE ABOUT BRANDS CAN EARN THE RIGHT TO JOIN THE CONVERSATION Source: BAMM Brand Activism Study
HOW TO BE AN ACTIVIST BRAND
1)1) KnowKnowKnow Thyself VALUES ACTIVISM SOCIAL PURPOSE PROMISE Activism stems from your moral values. It should live through your brand promise and internal behaviours. It delivers on your social purpose. Brand Activism is part of a long-term strategy – be in it for the long-haul.
2)2) Know thyKnow thyKnow thy audience Haters Gonna Hate Taking a leadership position can be divisive, this gives you skin in the game and delivers authenticity. But also requires bravery and sticking to your guns if there’s some backlash. Liberal bias of ad agencies Speak with a range of people – how do they feel about the issues?
3)3) KnowKnowKnow thy shit Don’t demean the issue A big brand taking on an emotive issue…you know how it can sound. Approach with respect. Buddy up Are there partners that can help you deliver with more effect and credibility?
4)4) Know thyKnow thyKnow thy end game How do you measure social success? Be clear on the behaviours / mind-sets you’re influencing, how will you judge success? How do you measure brand success? ROI may be long-term, but salience, distinctiveness and unearned media are good ’soft’ measures.
BE CREATIVE, BE BOLD AND CHANGE THE WORLD

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Brand activism

  • 2. IMAGE SUGGESTIONS: BREAKDOWN OF SOCIAL CONTRACT BETWEEN PEOPLE, CORPORATIONS AND GOVERNMENT POLARISATION OF THE NEWS MEDIA THE SOCIAL MEDIA ECHO CHAMBER AMPLIFIES AND DISTORTS DIFFERENCES 1 2 3 IMAGE SUGGESTITITIIIONS: WE LIVE IN MORALLY CHARGED TIMES
  • 3. MINEFIELD OR GOLDMINE FOR BRANDS? Taking a political or moral stance in this context can feel like hitting a hornets nest, so it’s no wonder most brands have aimed for neutrality – no news is good news. This is perfectly epitomised by Google’s Don’t Be Evil. But increasingly we’re now seeing brands looking to channel the energy and passion of people’s beliefs and deliberately take a moral or controversial stance – to try to change the world for the better.
  • 4. THERE ARE RISKS IN PUTTING YOUR HEAD ABOVE THE PARAPET Target took a stance on LGBT rights – designating their toilets gender neutral was controversial at a time when “the bathroom bill” was being fiercely debated. Alongside positive press in the liberal media, inevitably there was a backlash and boycott movement. Although Target claim it hasn’t negatively affected sales, the risk of a backlash movement deters some brands from entering the debate.
  • 5. GETTING IT RIGHT CAN PROVIDE GREATER DISTINCTIVENESS, RELEVANCE AND FAME Boost mobile wanted to fight for equal access to voting booths – traditionally in the States it is harder to vote in poorer areas where their stores were. So they turned their stores into official polling stations and received 766 million campaign impressions and won numerous Cannes awards. It can be hard to prove a financial ROI on these campaigns, however it can deliver unearned media and social media conversation – fueling fame and distinctiveness.
  • 6. TO SUCCEED YOU NEED EMPATHY As Brand Activism often targets controversial or sensitive issues, it is essential to approach them with empathy. You need to understand how your actions are going to be perceived and the potential impact on the brand and the cause you are supporting.
  • 8. Functional -> Emotional -> Moral WE’RE IN A NEW AGE OF MORAL BRANDS Traditionally the debate about brands is whether they should focus on celebrating functional benefits Vs emotional appeal. But there’s a third choice too – the Moral brand. The Moral brand is one that takes a position and stands for something. It connects with its consumers by aligning with their sense of justice. They’re motivated by an ethical pragmatism. There is a genuine desire to do good and improve the world around us – especially amongst some of the recent start ups. There is also a pragmatism to this, taking a stand can create a strong connection with consumers and broaden audience appeal in a cluttered communication environment.
  • 9. Makes a moral judgement about the world Seeks to change behaviours / attitudes / beliefs in the wider world It’s LOUD Rule of thumb – can you write your position on a placard? BRAND ACTIVISM:
  • 10. Delivers social value UNLESS BRAND ACTIVISM DELIVERS ON BOTH FRONTS, THEN IT WON’T LAST LONG Delivers brand value
  • 11. Challenge a category prejudice / issue Challenge a societal prejudice / issue Challenging beauty Normalising periods Transphobia Equality Refugee Protecting nature NO ONE SIZE FITS ALL Brand Activism covers a wide spectrum of issues and there are a number of ways we can segment them. One way is looking at how category-close they are. Activist brands operate on a scale, from challenging their industry to change, all the way to tackling issues that sit outside their category but have a societal importance such as LGBT issues or women’s rights. Challenge a category prejudice / issue Challenge a societal prejudice / issue Challenging beauty Normalising periods Transphobia Equality Protecting nature Challenge a category prejudice / Challenge a prejudice / beauty Transphobia Refugee Normalising RefugeeRefugee
  • 12. BRAND ACTIVISM IS HERE TO STAY 1 2 3 THE DISRUPTIVE EFFECTS OF TECHNOLOGY HAVE YET TO BE FULLY FELT AND THE STATE HAS NOT DONE ENOUGH TO PREPARE FOR THIS. SOCIAL MEDIA IS THE GO TO FOR GROUPS TO ORGANISE, SOCIALISE AND ACTIVATE. BRANDS CAN BE INVITED INTO THIS SPACE THROUGH BRAND ACTIVISM. ACTIVISM MATTERS MOST TO YOUNG PEOPLE. AS THEIR BRAND HABITS ARE FORMED, THESE WILL STAY WITH THEM OVER THE YEARS.
  • 14. 78% OF PEOPLE THINK BRANDS ARE ONLY GETTING INVOLVED IN POLITICAL ISSUES TO MAKE MORE MONEY. 35%47% > PEOPLE ARE MORE LIKELY TO REMEMBER BAD THINGS BRANDS HAVE DONE THAN GOOD !"#$%&'()%"#*+%(,-.#*%)*$"&*)/0*'"#012 PEOPLE ARE SKEPTICAL OF BRANDS 78%78% OF PEOPLE THINK BRANDSOF PEOPLE THINK BRANDS ARE ONLY GETTING INVOLVEDARE ONLY GETTING INVOLVEDARE ONLY GETTING INVOLVEDARE ONLY GETTING INVOLVED IN POLITICAL ISSUES TOIN POLITICAL ISSUES TO MAKE MORE MONEY.MAKE MORE MONEY. -.#*%)*$"&*)/0*'"#012-.#*%)*$"&*)/0*'"#012 35%35%47% >47% >47% > PEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TOPEOPLE ARE MORE LIKELY TO REMEMBER BAD THINGS BRANDSREMEMBER BAD THINGS BRANDS HAVE DONE THAN GOODHAVE DONE THAN GOOD !"#$%&'()%"#*+%(,!"#$%&'()%"#*+%(, Source: BAMM Brand Activism Study
  • 15. 18-24 90% 35-44 82% 65+ 30% 65+ 30% %OF PEOPLE BY AGE GROUP WHO THINK THAT BRANDS HAVE A RESPONSIBILITY TO BE POLITICAL BUT THEY SEE BRANDS AS HAVING A RESPONSIBILITY TO BE POLITICAL Source: BAMM Brand Activism Study
  • 16. HELP ME SAVE THE WORLD 63% OF PEOPLE SAID THAT THEY WOULD BE MORE INTERESTED IN BUYING FROM BRANDS THAT HELP ME DO MORE TO MAKE A DIFFERENCE TO POLITICAL ISSUES I CARE ABOUT BRANDS CAN EARN THE RIGHT TO JOIN THE CONVERSATION Source: BAMM Brand Activism Study
  • 17. HOW TO BE AN ACTIVIST BRAND
  • 18. 1)1) KnowKnowKnow Thyself VALUES ACTIVISM SOCIAL PURPOSE PROMISE Activism stems from your moral values. It should live through your brand promise and internal behaviours. It delivers on your social purpose. Brand Activism is part of a long-term strategy – be in it for the long-haul.
  • 19. 2)2) Know thyKnow thyKnow thy audience Haters Gonna Hate Taking a leadership position can be divisive, this gives you skin in the game and delivers authenticity. But also requires bravery and sticking to your guns if there’s some backlash. Liberal bias of ad agencies Speak with a range of people – how do they feel about the issues?
  • 20. 3)3) KnowKnowKnow thy shit Don’t demean the issue A big brand taking on an emotive issue…you know how it can sound. Approach with respect. Buddy up Are there partners that can help you deliver with more effect and credibility?
  • 21. 4)4) Know thyKnow thyKnow thy end game How do you measure social success? Be clear on the behaviours / mind-sets you’re influencing, how will you judge success? How do you measure brand success? ROI may be long-term, but salience, distinctiveness and unearned media are good ’soft’ measures.
  • 22. BE CREATIVE, BE BOLD AND CHANGE THE WORLD