Explore. Inspire
Article 15 Oct 2020


When we hear the expression “brand activism” or “corporate activism,” some very different (even contradictory) ideas come to mind. In this article, which stems from reflection and debate between professionals from various LLYC departments, we try to provide some useful insights into its meaning and benefits, as well as how you can apply it.

When we speak about “activism,” we are speaking about a certain way companies and brands can activate their purpose. It is not a mere word, but something that can help boost both business competitiveness and sustainability.

Activating a purpose goes beyond raising awareness of a social question or lending visibility to a civic cause. We are not referring to the kind of “activations” designed to cause real, effective changes in society, but about activating a purpose that attracts, ties in and, above all, mobilizes clients, collaborators and other brand stakeholders.

The pandemic has sped up this trend, which has been developing in recent years. It has forced companies to allocate resources to defending causes of general interest, particularly those related to the effects of the health and economic crisis. But what will happen now? Will activism grow in popularity to become a type of conduct and attitude we consumers from brands? We hope the ideas in this article can help you find answers to your questions.

To download the full article, click here.

Iván Pino
Partner and Senior Director of Crisis and Risks at LLYC
Journalist with a degree in Information Sciences from the UCM. He holds a Master's Degree in Sustainability and Corporate Responsibility from UNED-UJI and has more than 20 years of experience in Communications and Reputation. He managed communications of the port authorities of Ferrol-San Cibrao and A Coruña. He has advised reputational risk management to companies such as Inditex, Mercadona, Repsol or CaixaBank, among other large companies and institutions. His specialty is focused in communication and digital marketing. Iván is co-author of "Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0" (2009, Gestión 2000) and editor of the first ebook in Spanish on social media communication: Tu Plan de Comunicación en Internet. Step by Step (2008). Teaching and providing lectures is also a part of his job. He has taught in the Customer Experience Management Executive Program at IE Business School, and in Corporate Communication Masters at Universidad Carlos III, Universidad Complutense de Madrid and Universidad de Cantabria.
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