I spent my senior year of college writing 70+ pages on brand activism — brands taking stances on controversial social issues — for my honors thesis. I interviewed 10 professionals in marketing, advertising, and public relations on their thoughts.

I learned some major things. Brand activism goes further than purpose and value statements. Every brand needs purpose. But brands that transcend and create real change take action. When brands speak out on social issues, how they speak out is more important than what problems they address.

Nike’s support for Colin Kaepernick was an example of brand activism that was heavily…

Kristen Wong

www.kristencwong.com | @kristencwong

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