A Review of Brand Activism in the Age of Black Lives Matter Movement
Mwencha, Peter M.
Njuguna, Reuben K.
MetadataShow full item record
This study provides a critical review of the brand activism phenomenon against the background of the Black Lives Matter (BLM) movement. It sought to address the gap in extant marketing strategy and brand crisis literature by synthesizing the literature on the socio-political actions and behavior of American corporations and their leaders in response to the racial justice protests as well as the attendant criticism by stakeholders to the stance taken by various corporations in response to pressure by activists. The results underscore the influential role of brands as social agents who by engaging in political activism and aligning with consumer values, possess the capacity to shape public sentiment, stimulate corporate responses, and instigate societal transformation, consequently impacting corporate performance. However, concerns have been raised regarding brands exhibiting a lack of congruence, authenticity, and substantive action. Furthermore, contentious stances and motivations driven primarily by commercial and financial interests have also come under scrutiny. The study recommends that brand activism should exhibit a strategic alignment with the brand's purpose, permeating all aspects of the organization. This alignment should be tangible and quantifiable, thus allowing for the assessment of its impact and effectiveness.