Why Communicating Activism is So Important

Chick-fil-a is my favorite fast food chain- no competition. I used to look forward to my long drives home from college, mostly because of the chicken sandwich I would get on our pit stops. As much as I loved those chicken sandwiches, I haven’t had one in years. When I learned about the company’s practices of supporting anti-LGBT+ organizations, I never went back. Even now that the company has pledged to stop donating to anti-LGBT+ charities, their past still leaves a bad taste in my mouth (no pun intended). I don’t want to buy from companies that don’t align with my personal values.

This might seem like an extreme example, but it’s not an unusual one. Customers are finding it more and more important for the brands they buy from to take a stand on social issues that they care about (Oster). This means more than just staying out of scandals and managing them as they come up, or posting an obligatory black square on the company instagram. The majority of consumers want brands to actively take a stand on political and social issues (Oster).

For some marketers, this might seem daunting- Should a chewing gum company run the risk of alienating certain customers by actively engaging in political discussions? I would argue that embracing this new age of brand activism is exciting for marketers and companies. This is a chance to connect with your audience on a deeper level. Studies have shown that when customers resonate with an advertisement’s political orientation, this reinforces brand loyalty in the long term (Hoewe & Hatemi).

In a world where we have so many options at our fingertips, it is easy to switch from what my friends now refer to as a ‘homophobic chicken sandwich’ to a McChicken. But, as a brand, differentiating yourself by connecting with your customers on their values is a huge opportunity. This is good for consumers too- the more vocal brands are about their values, the better you can feel about where your hard earned money is going. What should you take away from this? Brands should take an active role in activism. It is not enough just to fall in line when a social movement gains traction. Taking a stance and starting a conversation can differentiate you in the eyes of your customers.

Works Cited:

Hoewe, J., & Hatemi, P. K. (2017). Brand loyalty Is influenced by the activation of political orientations. Media Psychology, 20(3), 428-449.

Oster, Erik. (2018). Majority of consumers want brands to take a stand on social and political issues according to a new study. Ad Week.