In a world where social issues dominate headlines, brands are no longer expected to stay silent. Today’s consumers are increasingly drawn to businesses that take a stand — and they’re quick to call out those that fall short.
Brands that align their values with social issues build trust, loyalty and even attract new audiences. However, authenticity is key. When done right, brand activism can drive powerful impact. When done wrong, it can spark backlash that damages a brand's reputation.
Let’s look at some recent examples that highlight both success and failure in brand activism.
Ben & Jerry's: Continuing to Lead with Integrity
Ben & Jerry's has long been known for aligning with social justice causes and their actions during the election season exemplified this. They didn't just release vague statements about voter rights; they actively engaged in campaigns encouraging voter participation, partnering with grassroots organizations to empower marginalized communities.
By aligning their actions with their long-held values of equity and justice, Ben & Jerry's demonstrated authenticity that resonated deeply with their audience. This consistent advocacy strengthened their brand while reinforcing their position as a business that stands for more than just ice cream.
Authentic brand activism requires consistency. Ben & Jerry's didn’t jump on a trend — they’ve maintained a long history of advocacy, which made their actions feel genuine.
Target's DEI Rollback: The Risks of Inconsistent Values
On the other hand, Target faced significant backlash after scaling back their Diversity, Equity and Inclusion (DEI) efforts. This retreat led to widespread criticism and even boycotts from communities that once viewed Target as a brand championing inclusivity.
By stepping away from the values they previously claimed to support, Target faced accusations of performative activism — actions that appear supportive but lack true commitment. This response damaged consumer trust and ignited a larger conversation about corporate accountability.
Inconsistent values can damage trust. Brands that engage in social advocacy must follow through on their commitments — or risk losing credibility with their audience.
Shonda Rhimes & Issa Rae: Aligning Actions with Principles
When the Kennedy Center made controversial decisions that contradicted its commitment to equity and inclusion, two influential figures in entertainment took a stand. Shonda Rhimes, a longtime board member, resigned from her position. Similarly, Issa Rae, who had planned to host an event at the Kennedy Center, chose to withdraw in solidarity.
Their decisive actions signaled a commitment to their values, reinforcing their reputation as creators who advocate for authentic representation and social justice. By taking a clear stand, both Rhimes and Rae strengthened their personal brands while inspiring others to align their actions with their beliefs.
Aligning with causes that reflect your values isn’t just about messaging — it’s about actions. Rhimes and Rae demonstrated that true advocacy requires commitment, even when it comes with personal or professional sacrifice.
Building Authentic Brand Activism for Your Business
If your brand is considering taking a stand, here are some essential strategies to ensure your efforts feel authentic:
Define Your Core Values Identify what matters most to your brand and align your activism with those principles.
Commit to Long-Term Impact Avoid performative activism by committing to ongoing efforts rather than short-lived campaigns.
Be Transparent Communicate your actions clearly, sharing both successes and lessons learned.
Collaborate with Trusted Organizations Partnering with grassroots groups or credible experts can amplify your impact.
Empower Your Audience Encourage your customers and community to join you in driving change.
What does Defining Brand Activism Mean for Your Business?
By embracing authentic brand activism, your business can build meaningful connections, stand out in a crowded market and ultimately create positive social impact. Aligning your brand with meaningful causes allows you to resonate with consumers who value purpose-driven businesses.
The key is to act with integrity, consistency and a genuine commitment to the causes that reflect your brand’s values. Consumers can quickly identify insincerity, so businesses must ensure their actions align with their messaging to build lasting trust.
Learn more about how we help businesses build an authentic brand identity.
Photo sources: Elle, Glamour and Ben & Jerry’s