ACTIVISM: THE NEW EXPRESSION OF THE QUEST FOR MEANING IN ADVERTISING
In September 2016, Colin Kaepernick took a knee during the national anthem in protest against police brutality in the United States. He was subsequently sidelined by the NFL. It was a gesture that polarized the United States, reaching even the highest levels of government.
This event led to the creation of an advertising campaign for the sportswear company Nike. It was an activist campaign that emphasized the brand’s positioning of pushing boundaries and determination at all costs. This campaign, named “Dream Crazy”, showcased athletes who were willing to do anything to achieve their dreams, the idea of social activism is also incorporated. Despite political backlash from American nationalists and presidential candidate Donald Trump, the campaign was hugely successful.
A new expression of meaningfulness
For many, brands are perceived as better equipped to provide concrete solutions to societal problems than governments. This is partly due to political inertia and societal fragmentation. Brands have become a power in their own right. In fact, this translates to a quest for meaning. Just as individuals seek identity, brands seek values and causes to defend. This is not only to stand out but also to appeal.
The desire of brands to take action and make a contribution is not harmless. There is a significant economic aspect behind it. To be appreciated or consumed, brands must appeal to new, more demanding, and more aware audiences. This reshapes their communication territory and rises campaigns that take a stance, more activist.
Inclusion, environment and many other important subjects are becoming expressions of brand activism. Activism in advertising is the boldest expression of the quest for meaning, its ultimate level.
A conducive context for activism
1. A generation of activists
Young generations have always played a crucial role in social improvements. They are the true influencers of their time.
This role is fully embraced by Generation Z, born between 1995 and 2010. This generation, digital natives, was exposed early to globalization and its impacts. Raised in a context of global crisis, they possess a strong social and environmental conscience. This generation aspires to a better world. Above all, they seek transparency and meaning. The advent of digital technology gives this generation unprecedented influence in terms of visibility and socio-economic impact. The tools available for mobilisation and the creation of protest movements are abundant, facilitating their engagement.
They define themselves as activists. They are responsible for the concept of “cancel culture,” which involves excluding any behavior that does not align with their values. This is a generation that understands that money (consumption/boycotting) and digital tools (expressing opinions) are forms of counter power.
2. Informed and demanding consumers
Since the digital revolution, the balance of power has shifted. Consumers now wield greater influence, empowered by accessible tools and information flow. Communication has evolved into a two-way, interactive exchange.
This era is also marked by impactful crises that reshape purchasing behavior. Brands face heightened scrutiny, expected to demonstrate transparency in light of internal scandals or external crises.
Brands must navigate ethical challenges while actively contributing to social improvement through their commitments and consumption practices.
To recap
Nowadays, the silence of brands may reflect either ignorance or accommodation of social injustices.
Financial factors are a key driver in the rise of brand activism, as consumer wallets have replaced votes. This trend is reinforced by social networks and the ability to create connections between brands and their customers. Customers expect brands to take concrete actions and launch real initiatives.