As a result of the pandemic, we have seen a dramatic shift in shopper trends over the last two years. Due store closures because of lockdowns and restrictions, the digital side of shopping has significantly increased. This was wonderful for brands that could keep up with the fast-paced changes and inspired younger brands to take a leap into the digital unknown. However, as online retail became the norm, the space became increasingly more crowded. It also sharpened shoppers’ responses to a digital experience and made them more demanding than ever.

With an increase in environmental awareness from mainstream media, these shoppers are no longer buying without purpose. There has been a more conscious effort to reduce impulse buying and wasteful shopping.  So particularly where online shopping is concerned, with an abundance of choice, e-commerce shoppers are looking to the brand to prove themselves worthy of their spending. They want to feel good about their purchases and it is no longer just about the product, price or promotion. Now shoppers want to see their favourite brands use their platforms for good and give back to the community. Introducing Brand Activism.

What is Brand Activism?

Brand activism is a tidy way of saying that brands have started to look at societal and environmental issues and take responsibility  for what is meaningful and relevant to them. For example, female fashion brands being advocates for body inclusivity/positivity and countless other topical women’s rights. Or much larger companies like Nike running diversity and inclusivity campaigns in support of organisations such as Black Lives Matter and fighting against racism.

This is particularly relevant to our youngest generation of shoppers, Gen Z, who are better known for their strong interest in societal and political issues. They are the generation who will likely change the world with their progressive and accepting attitudes. If your brand is uninterested or unwilling to get involved in tackling toxic societal norms, then it will likely be to your detriment. Just look at what happened to Victoria’s Secret…

Where does this fit in with my business?

Now, we understand that not every business has the unlimited budgets of companies like Nike that can push global campaigns, therefore take a step back and look at what will be achievable for your brand. First of all, a common mistake is to try and take a stance on everything that you think deserves attention. And while this is admirable in theory, it is also unsustainable. Pick an issue that is relevant to you and your business, you can do this by addressing your brand values, which if you know your brand inside and out, should be crystal clear.

Once you’ve picked your cause it is time to start doing research! For instance, if you have an eco-friendly product/business, you will want to be getting involved in with environmental agencies and charities and working with them to achieve a common goal. There are plenty of initiatives to consider, such as planting a tree for every sale of a specific product or branded merchandise where a portion or all of the proceeds go to said environmental charities. The possibilities are endless, it just takes a bit of time to find the right fit, then testing what works best for your brand.

How do I implement it?

Pushing Brand Activism as part of your marketing strategy should be quite easy. It is naturally a great way to create interesting and engagement worthy content for your business. You can do this through the following tactics:

• Email Campaigns: You can alert your subscribers and existing customers to the new business venture and share with them ways they can support your chosen cause through your business, but also independently. Offering more information and resources that don’t solely revolve around your business revenue demonstrates that you are really serious about the betterment of whichever issue it is you are supporting.

• Social Media Campaigns: Discussing Brand Activism on your social channels is a great conversation starter and will really boost your engagement. Making sure you identify any and all partners working on the campaign with you, that way your followers and customers can again, do their own research on whether this is a cause they want to get behind. It is important to note here that you shouldn’t be deterred by trolls! Discussing topical issues can induce backlash from opposing sides and while it can be distressing you can look at it positively from two perspectives – differing opinions can start conversations that will work to your advantage in terms of engagement and also, you will have an opportunity respond, sharing your knowledge on the topic which will show your followers you have done your homework. Therefore, building trust and loyalty.

• Collaborations: This strategy idea really depends on the type of business you run but you can get creative with your collaborations while maintaining true to your business model. As mentioned previously, if your business revolves arounds selling a product, you can build partnerships with the relevant people that will allow you to support their cause through sales or merchandise. Alternatively, if you have a service based company you might find it more difficult to push this type of tactic and might need to get more creative. These collaborations should focus on ‘getting the word out’ and driving awareness, think along the lines of informative webinars or running fundraising events.

With most Brand Activism you don’t need an enormous budget, just the passion for the cause. Just ensuring your actions are genuine and are rooted in authentic support – not just for the likes – will translate to your potential customers and help you stand out in a sea of digital shops.