#3 When should brands become activists?
When is brand activism a good idea? Why does it sometimes miss the mark? And how do brands avoid empty virtue signalling or even damaging their reputation?
If you missed the session or would like to watch the full webinar again, you can here. We’ve also included a summary of the key insights heard during the session below.
1. Brand activism should be rooted in a clear sense of purpose and aligned to values
Purpose and values help to define ‘why’ you’re doing brand activism, ‘what’ you’re looking to tackle, and ‘how’ you’re going to do it. It provides the guardrails for credible, relevant, inspiring, and ultimately impactful action. Clarity of mission helps you to confidently take the right steps to influencing systemic change in a meaningful and impactful way.
2. Collaborate to create change – don’t pretend to know it all
Activism doesn’t have to be a lonely pursuit (although this was the original idea behind Tony’s Chocolonely). Partner with competitors, bring people together, listen, participate, learn and iterate. Don’t pretend to be the expert. You’re not going to know it all. Only by joining forces and collaborating for change will you have an impact