Most companies keep their heads down, products pretty and margins as high as possible.
But not Nike – they’d rather light a match and set the world on fire. Their “Dream Crazy” campaign featuring Colin Kaepernick was like a grenade thrown into a room of complacency. It was bold, it was controversial, and it was effective. Love them or hate them, Nike showed that brands can be more than just corporations – they can be catalysts for change.
But why does brand activism matter, you ask? It’s simple, really. It’s all about building a community and connecting with your customers on a deeper level. By taking a stand on social issues that matter to your target audience, you show that you care about more than just making a buck. You become a brand that people can relate to, trust, and even rally behind. And that’s something worth fighting for.
Let’s look at five brands that are ahead of the curve when it comes to activism.
This dairy brand’s “utterly butterly delicious” campaign has been around for longer than the Himalayas, but they’ve also used their platform to address important social issues. When the COVID-19 pandemic hit, Amul released ads encouraging people to wear masks and social distance. They even created a masked-up Amul girl logo to aid the situation. Talk about buttering up the masses!
The US-based lingerie brand is all about inclusivity and celebrating all body types.
They’ve used their platform to raise awareness about climate change and social justice, and even released a limited edition “VOTE” underwear collection to encourage people to hit the polls.
The sanitary pad brand is fighting period stigma and promoting gender equality. They are the first sustainable menstrual product brand to cover the tampon tax for shoppers in the USA.
They provide menstrual health education and sustainable products to underprivileged communities, making a real difference in the lives of girls and women in need. Talk about walking the talk!
The biggest-selling tea brand in India, is brewing up more than just a cup of tea – they’re stirring up social change.
Their “Jaago Re” campaigns raised awareness about social issues such as women’s empowerment, voting rights, and environmental sustainability. Tata Tea also collaborates with NGOs to support education and healthcare programs for underprivileged communities, proving that brands can be real agents of change.
And finally, the guru of brand activism:
The outdoor clothing company has environmental sustainability at the core of every fabric, campaign and dollar of its communication and operation.
They’ve used their platform to raise awareness about climate change and public land conservation, and even sued the Trump administration over their decision to shrink national monuments in Utah. They’re not just selling jackets (clearly), they’re selling a greener future.
Brand activism isn’t just a buzzword or a marketing gimmick – it’s a powerful way to make a real difference in the world. So don’t be afraid to take a stand, speak your truth, and let your customers know what you stand for
Who knows, you might just change the world – one bold campaign at a time.