Brand activism: Five examples of social activism that resonate with Gen Z

Being part of social justice activism is a risk that a lot of brands weren’t willing to take until now. But with recent events around the death of George Floyd in the US and the consequent focus on the Black Lives Matter movement, many have decided to change their stance. As a new generation of young consumers becomes increasingly politically active, brands have realised they have the power, influence and responsibility to get involved too.

While this has been a contentious topic in the past, with many believing politics wasn’t the place of brands – and even boycotting them for having a voiced opinion – the rise of gen Z tells us that in 2020, brands are expected to have an active stance on social and political issues. A 2018 Edelman Earned Brand study revealed that 64% of consumers around the world would buy from brands that are vocal about their beliefs and principles – and the concept of ‘voting with your wallet’ is becoming more widespread, where consumers show allegiance to brands that are aligned to their own values.

So, what exactly do consumers expect of the brands that are pledging their support for the Black Lives Matter movement? What should brands be doing and saying in this politically charged environment, and which are the brands that are leading the way? We asked our global customer community to share their thoughts on the best ways for brands to be socially and politically active, and from what they told us, we’ve put together a five step guide to getting it right…

Social Media Activism
Support for Black Lives Matter has taken social media by storm, with information and resources being shared everyday. Companies have taken to their social media platforms to publicise their statements, saying they stand in solidarity with victims of violence and racial inequality, and most make a pledge to do better in their executive actions. While these posts are usually kept short and simple, it’s still impactful for brands to be clear in their stance and broadcast it to as many consumers as possible, and social media is one of the most effective ways to reach them, interrupting their usual content feed. 

Put your money where your mouth is
While publicly stating their support for the Black Lives Matter movement and racial equality initiatives, a social media post is just the first step for a brand to put their beliefs into effect. Many companies are being criticised for using the default aesthetic of white letters on a plain black background with what sounds like empty promises. Gen Z are particularly sceptical of a company that doesn’t show the same enthusiasm for changing their own course of actions as they do for using hashtags or changing colour schemes. In order to gain the trust of belief-driven consumers, brands have to follow up their statements with substantial action such as donating to charities, promoting Black organisations, or sharing resources for their audiences to learn from. 

Our market research tool found that many users cited Ben & Jerry’s as a brand they think is going above and beyond in their activism. With a more straightforward-than-average declaration of “We must dismantle white supremacy,” Ben & Jerry’s has published many different statements, infographics, and business initiatives that illustrate the legislation and political upheaval they deem necessary for racial equality. Founders Ben Cohen and Jerry Greenfield have even been attending protests themselves.

Building from the bottom
Even still, once our news feeds slowly return to normal, consumers will be looking to brands to practice what they preach. With the rise of popularity in ethical consumption, buyers actively research a brand’s leadership and policies before making a purchase. If a company’s internal practices like hiring and sourcing match their external activism, it strengthens their overall brand image and greatly enhances consumer trust. Overwhelmingly, many consumers from our global community expressed how they want brands to hold themselves accountable for practicing equality and diversity in all levels of their employment.

Diversity in advertising
Another way for brands to back up their support for the Black Lives Matter movement and other social justice issues, is to advertise their products with diverse and inclusive models, in the beauty and fashion industries especially. We as consumers are incredibly diverse, coming from different cultures, identities, abilities, and body shapes, and it’s becoming more important than ever to feel represented in advertising from brands that want to get us to buy their products. In a 2019 survey by Adobe 62% of respondents said that a brand’s diversity (or lack thereof) impacts their perception of the company as a whole. 34% said they have even stopped shopping with certain brands because of their lack of representation. Dove was mentioned numerous times by our community of consumers as a brand they believe is getting their advertisement campaigns right. One of the first brands to ever pledge to show ‘real beauty,’ since 2004 they have been using women of all races and body types in their campaigns.

The right partnerships
Some brands have even raised the standard by sharing their platform and resources with organizations that are working toward racial equality. Netflix has partnered with the Marsha P. Johnson Institute ahead of their virtual Pride event, Ben & Jerry’s is working with organizations Color of Change and Advancement Project, even sports teams like Manchester United have taken the initiative to support anti-racism organization Kick It Out, donating all the proceeds of their ‘Black Lives Matter’ shirts. Brands that publicly pledge their allegiance to the cause by partnering with charities or foundations are not only giving back to communities, but giving those organizations exposure and actively aligning themselves with progress toward social justice.

While consumers certainly have a right to believe that brands don’t have a place in social justice, it’s increasingly harder for brands to avoid taking a stance in the age of social media and ethical shopping. As long as a brand’s statement is followed up by a concrete action plan, our digital consumer communities largely responded positively and are willing to support that company even more.