Brands Driving Sociopolitical Change

Brands are increasingly positioning themselves as agents of change in today’s complex world. Brand activism thus underscores the growing ability of companies to participate in the construction of a more equitable society, through the combination of brands taking a public stance on pressing sociopolitical issues and adopting a proactive conduct in order to solve such problems.
Despite its growing relevance, the study of this phenomenon remains underrepresented in studies in the field of Communication. This book seeks to bridge that gap by offering a comprehensive overview of the most prominent literature on the subject, reflecting on how brand activism initiatives can effectively foster pro-social and pro-environmental attitudes among both employees and consumers.
Designed for a wide audience, this book will appeal to anyone committed to advancing progressive sociopolitical transformation – brands, CEOs, marketers, scholars, and stakeholders who believe in the role of corporations as active contributors to the public good. Ultimately, this work contributes to the field of Strategic Communication, particularly in relation to how brands can engage their most critical audiences with sociopolitical causes, providing valuable insights into how purposeful and effective brand activism strategies can contribute to meaningful social and environmental progress.