What happens when brands enact activism and involve themselves within the socio-political lives of their consumers? The results from a series of case studies on brand activism campaigns, show that when brands involve themselves with activism it impacts their consumers, reputation and products. A case study method was employed and this study focused on these campaigns: Patagonia “Don’t Buy this Jacket”; Ben & Jerry’s “Pecan Resist”; Cards Against Humanity “For Her”; Lush “Spy Cops”; Starbucks “Refugee programme”. The results from the case studies indicated that activism campaigns caused a polarising effect on consumers, increasing its reputation and that enacting activism through their products, impacted their brand identity. Additionally, a framework was also produced, to understand the impact of activism into brand design.
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