There are a number of benefits that come with incorporating activism into branding. First and foremost, it strengthens the relationship between customer and brand. The 2017 Edelman brand study suggested that 65% of audiences will choose a brand based on their beliefs. Audiences are clearly happy to back brands that support causes they too believe in.
Being perceived as forward thinking and progressive is invaluable in modern marketing. Branding activism promotes credibility, trust and accountability – in an age in which brands are fighting to show the world that they possess all three, aligning with a good cause could drastically improve the image of an organisation.