Contemporary Consumption of Brand Activism
Natasha Lewis and
Jessica Vredenburg ()
Additional contact information
Natasha Lewis: Auckland University of Technology
Jessica Vredenburg: Auckland University of Technology
Chapter 17 in The Future of Consumption, 2024, pp 263-280 from Springer
Abstract:
Abstract When it is well-executed, evidence suggests that brand activism can create beneficial outcomes for a brand: However, effects on both the cause and the consumer are less understood. Thus, this chapter aims to better understand how consumers interpret, evaluate, and act on brand activism efforts. Through a consumer-focused lens, we seek to uncover how brand activism initiatives can best be communicated in order to encourage positive consumer sentiment in those who consume them. Focus groups were used to understand consumer interpretations of, responses to, and expectations regarding brand activism in the context of the Black Lives Matter Movement. Our findings revealed a shift in consumer expectations, with consumers looking for authentic internal commitment to support any external messaging, in order for it to be positively received. This shift in consumer expectations highlights the change in brand activism practice over the past few years: It is no longer acceptable to merely advocate for a position or raise awareness. This chapter contributes to foundational research laying the groundwork for future consumer research focusing on understanding the consumption of brand activism.
Date: 2024
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33246-3_17
Ordering information: This item can be ordered from
http://www.springer.com/9783031332463
DOI: 10.1007/978-3-031-33246-3_17
Access Statistics for this chapter
More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().