Brand Activism: Is it different than CSR?
Snap back to the year 2017 when Virat Kohli turned down a multi-million endorsement deal for a soft drink brand. The sports star did not believe in endorsing something he was not consuming personally. What the Indian captain decided had in it sparks of ‘activism’ leading to an even deeper trust with his millions of followers and fans. Somewhere out there, a young child wanting to emulate the star player was also more likely to follow a healthier lifestyle as a result. What Virat Kohli did may have been his personal choice; but brands across the globe are increasingly adopting a similar ‘activist’ policy. 76% of consumers in a recent research poll admitted that they were less likely to purchase from a brand which acted contrary to their beliefs . Smart brands and enterprises have been quick to correlate this trend focusing on brand activism. Brand activism is what ensures a communion of profitability and ethics. Brands are today engaging head on various social, economic, p...