Brands on the picket line: How close should companies get to their consumers’ crusades?

Jules Hall and Tim Mottau
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Jules Hall: The Hallway, Australia
Tim Mottau: The Hallway, Australia

Journal of Brand Strategy, 2022, vol. 10, issue 3, 214-220

Abstract: We are an empowered population. We live in democratic nations, safe havens of free speech. And lately, we have not been afraid to show it, with protests, petitions and picket lines flooding the front pages. Increasingly, brands are getting involved in some of these important social conversations, but do consumers really want brands standing side by side with them in their moments of personal defiance? Or are there alternative expectations on how companies must behave? Taking acceptable ethical standards as a given, this paper challenges some of the accepted definitions around brand purpose to create a better construct that more authentically links to the brand’s soul and the role it plays in the lives of its consumers. Armed with this renewed definition of brand purpose, the authors contend that brands will be able to navigate their role in support of critical social causes more effectively.

Keywords: brand strategy; brand purpose; consumer crusades (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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