MIT Sloan Management Review Article on How Research Can Mislead Marketers on Brand Activism

Brand activism is growing in popularity as companies weigh in on a broad swath of societal issues — with varying degrees of success. Consider Gillette’s “Toxic Masculinity” campaign (inspired by the #MeToo movement), Audi’s “Daughter” ad (highlighting gender pay inequality), or Starbucks’ “Race Together” campaign (intended to promote racial understanding). Each brand presented a point of view about an important issue that has little to do with a shave, cars, or coffee. And yet each of these efforts generated controversy and stirred divisive public reactions among consumers.

Why are brands risking market share and brand image erosion to weigh in on important but hot-button topics on which consumers, shareholders, and employees do not agree? Marketers have been told, “You must take a stand,” in reports, articles, and surveys. But what is driving this belief?

About the Author

Kimberly A. Whitler (@kimwhitler) is the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginia’s Darden School of Business. Previously, Whitler spent nearly 20 years in general management, strategy, and CMO roles.

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