CEO Activism for a better tomorrow or corporate benefits??

Brand activism is an extension of activism. Before understanding brand activism lets understand the
meaning of activism

“Activism consists of efforts to promote, impede, or direct social, political, economic, and/or environmental reform or status with
the desire to make improvements in society. Forms of activism range from writing letters to newspapers or to politicians,
political campaigning, economic activism such as boycotts or preferentially patronizing businesses, rallies, street marches,
strikes, sit-ins, and hunger strikes.”

The consumers in the 21st century are changing. The traditional marketing definition of brands providing
value is being broadened. Consumers are no longer just looking at what value a products or a brand
offers, consumers also look at if the brands and products they use are an extension of their views,
thoughts and way of life. Furthermore the buying power of consumers has increased exponentially with
the rise of internet. Consumers know more about the brands and have lot of options to switch brands if the
consumers don’t agree with a particular value. According to a survey conducted by the website
www.meaning-fullbrands.com 55 percent of the consumers believe that the brands that they purchase
plays a more important role than the government to ensure a better tomorrow.

All actions comes with consequences and brand marketing too has consequences. The three main
consequences are negative, neutral and positive. Nike is the best example on how brand activism has been
used to create progressive branding. Nike was one of the companies that got into brand activism even at
times when other companies were reluctant to go into ceo activism which explains why Nike has the
tagline ‘JUST DO IT’

But is Nike all for social changes or is it just a marketing campaign. If Nike was really interested in
making a difference they would have looked within their own organization to bring about a change. Nike
makes its hyper expensive shoes through its sweatshops located in poorer regions of Asia, where
employees are paid very low wages, very long working hours and poor working conditions. In its
controversial AD nike wrote about “"Believe in something. Even if it means sacrificing everything." But
does that tagline hold true in which employees are being exploited by large corporation such as Nike.