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Article 15 Oct 2020

BRAND OR CORPORATE ACTIVISM: WHAT IT CONSISTS OF, WHY IT SHOULD INTEREST YOU AND HOW CAN YOU APPLY IT

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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.

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Iván Pino
Partner and Global Digital Senior Director
Pino is a journalist, with a degree by the UCM in Information Sciences and a Master’s Degree in Sustainability and Corporate Responsibility by the UNED-UJI. He has gathered 20 years of experience in communication and corporate reputation and has majored in digital communication. He is the co-author of “Claves del nuevo Marketing. Cómo sacarle partido a la Web 2.0” [Keys to New Marketing. How to get the most out of the web 2.0] (2009, Gestión 2000). He edited the first ebook in Spanish on social media communication, “Tu Plan de Comunicación en Internet. Paso a Paso” [Your step-by-step internet communication plan] (2008). Also, he is a lecturer and postgraduate teacher at the IE Business School, Carlos III University of Madrid and Complutense University of Madrid.
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