Apr 26, 2022
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The role of purpose or social impact in business Country Email List is increasing all the time. According to 70% of C-suite leaders, the company's purpose strategy strongly influences their role, a recent study shows . It is therefore not surprising that more and more organizations have developed or are working on such a strategy. This development is not only due to the good Country Email List will of companies, but above all from the growing awareness of consumers. And the Country Email List growing need for products that give them the feeling that they as individuals contribute to a better world or at least to everyone's personal definition of a better world. Brand activism. Do you dare to take sides? Suppose something Country Email List happens in the world that affects the values and purpose of your brand. Do you stand up for your ideals as a brand and do you dare to take sides if necessary? Or are you, as a brand, so Country Email List brave that you start the discussion to initiate social change? Brands like Nike and Patagonia weren't afraid to Country Email List make their voices heard. They took sides, stood up for their supporters and let Country Email List them hear a strong noise to the outside world. This is brand activism. But should brands get involved with politically charged themes? And what are the ingredients for a successful transmission of the message? To gain Country Email List more insight into the possible effects of taking a stand, Market Response has conducted two studies. This blog focuses on one of these studies, into the importance of authenticity in Country Email List taking an activist position. Marketing trick or sincere involvement According to researchers, it is essential that brand activism emerges logically from identity and brand image. If it comes as a surprise it can Country Email List be seen as a disingenuous marketing ploy ( Vredenburg et al., 2020 ; Schmidt et al., 2021 ). An example is the case of Pepsi.