Brand Activism

this article, we find an alternative screen for decision-making used by the Tata Group.

The B-Team’s Vision Of The Future is a world in which the purpose of business is to become a driving force for social, environmental and economic benefit.

The final consideration is whether the brand delivers brand beneficence.

The evolution of brand activism in business is an opportunity for differentiation and purpose-driven engagement. This sentiment is explained in “Why Making Money is Not Enough” (Sloan Management Review)

​One of the problems with constantly measuring the “values gap” between your company’s conscience and the conscience of the various stakeholders is the difficulty of “staying the course” based on public opinion.

What’s happening here is that the brand’s perspective is at odds with what Drucker called the “basic needs and basic values of society and community.”

Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society.

But positioning is no longer enough.

Experts tell us that companies must select issues that align most closely with the brand. This is a myopic way to look at issues because it sees the world and reality from the inside out. What is needed, now more than ever, is a mindset that views reality from the outside in.