The Body Shop once led the world as a sustainable retailer but lost dominance when it failed to respond to growing competition and its customers changing needs.
Articles on Brand activism
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Shareholders accused companies that campaigned during this year’s Voice referendum of wasting time and energy that could be better used increasing their returns.
Lessons from firms who’ve supported other causes.
People are more likely to donate to charity when the brand shows ‘bravery’ by speaking up about social causes.
Companies are increasingly taking a stand on social and political issues, but they risk alienating customers in the process. Are other brands learning how to benefit from the backlash?
Being an ethical brand can be a complex and often slow process. But with authenticity and the right leadership it can work.
B2B brands taking a public moral or ethical stand are increasingly looking at their suppliers and manufacturers to reflect their own values, but where do they draw the line?
Brands taking a stand on social issues is no longer remarkable — but that only makes it harder to be authentic.
Companies are increasingly taking stands on hot-button political issues from LGBT rights to Black Lives Matter. New research shines light on whether and when it can benefit the bottom line.
Gillette recently made headlines with their controversial campaign against toxic masculinity, but other brands appear to be better at taking action.
Research shows that the new trend of activism marketing hinges on whether or not the brand engages in practices that match its message.
Top contributors
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Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
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Senior Lecturer of Marketing, RMIT University
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Associate Professor in Marketing, University of Canterbury
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Associate Professor of Marketing, Auckland University of Technology
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Reader (Associate Professor) in Marketing, Cardiff University
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Assistant Professor of Marketing, University of Oregon
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Associate Professor in Marketing, Director Centre for Organisations and Social Change, RMIT University
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Professor of Marketing, Dhillon School of Business, University of Lethbridge
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Lecturer in Marketing, Edge Hill University
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Assistant Professor of Marketing
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Associate Professor of Marketing, RMIT University