Brand activism

Type of activism in economy

Brand activism is one way business can play a role in processes of social, political, economic, or environmental change. Applying brand activism, businesses show concern not for profits but for the communities they serve, and their economic, social, and environmental problems, which allows businesses to establish value-based relationships with customers and prospects. Businesses express brand activism through the vision, values, goals, communication, and behavior of the businesses and its brands towards the communities they are part of. Unlike corporate social responsibility and environmental, social and corporate governance politics, which are marketing-driven and corporate-driven, brand activism is society-driven.

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