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

Author

Listed:
  • Hall, Jules

    (The Hallway, Australia)

  • Mottau, Tim

    (The Hallway, Australia)

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.

Suggested Citation

  • Hall, Jules & Mottau, Tim, 2022. "Brands on the picket line: How close should companies get to their consumers’ crusades?," Journal of Brand Strategy, Henry Stewart Publications, vol. 10(3), pages 214-220, January.
    • Handle: RePEc:aza:jbs000:y:2022:v:10:i:3:p:214-220
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    More about this item

    Keywords

    brand strategy; brand purpose; consumer crusades;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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