A Review of Brand Activism in the Age of Black Lives Matter Movement
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Date
2023
Authors
Mwencha, Peter M.
Njuguna, Reuben K.
Journal Title
Journal ISSN
Volume Title
Publisher
Atlantic Marketing Journal
Abstract
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.
Description
Article
Keywords
Brand activism, Corporate Political Activism, Social Media Activism, Black Lives Matter
Citation
Mwencha, P. M., & Njuguna, R. K. (2023). Brand Activism in the Age of Black Lives Matter Movement. Atlantic Marketing Journal, 12(2), 5.