Freedom of Social Activism & Social Media

Traditionally, businesses have been reluctant to promote or voice political opinions in fear of potentially alienating customers. However in recent times, there has been a shift in social activism not just from the perspective of the business but for the consumer too.

Consumers are increasingly attracted to brands that stand for something. There has been a significant change in marketing trends and consumer behaviour resulting in people not only buying from a company based on the value of its product or service, but additionally buying into a brand’s social and environmental values. Whether it is food, retail or financial services, there is consideration over principles as well as products. Brands who uphold ethical standards, transparency and good business in many ways represent a new brand quality required from many buyers globally.

So why now? What has encouraged this shift?

Standing up & Standing Out

In many ways, social activism is nothing new; it’s been around for a while and as a Marketing Manager I have been fortunate to explore through various campaigns. Whenever possible, I have been keen to work with stakeholders and employees to promote and support values that are not only important to them, but to our clients as well. From my experience, these initiatives come from a good place and the results can be financially and personally rewarding. Whether it be finance, law, property, retail or even politics, there are always opportunities for your brand to stand up and stand out.

There is no doubt that the social broadcasting of the devastating events that took place in the United States last year has enhanced social activism. It promoted the rising momentum of the Black Lives Matter movement and in many ways, changed how many people and businesses now use social media. Some of the world’s most successful commercial brands including Ben & Jerry’s, L’Oreal and Nike reached out via digital platforms to pledge to make a stand in support with protesters and use their platforms to speak about racism.

Social activism has been considered a largely positive move and many brands have followed suit. However, some corporations have come under scrutiny and have been accused of hypocrisy. This has been particularly apparent in the retail industry, where for many years there have been a range of wide of reports regarding the industry’s practices and unethical standards. Boohoo is an example of a brand that has supported a range of social campaigns yet in recent times, has come under criticism for its working standards for employees and has been hit financially as a result.

Several businesses that expressed support for the black lives matter movement had history of having complicated relationships with race, gender and equality. Leading sports brand Nike for example, had previously reported in 2017 that out of its 353 vice presidents only 10% were black. But shortly after the death of George Floyd in Minneapolis 2020, the corporation was a leading brand to speak to out about violence and racism.

It is also possible that some corporations and institutions engage in social activism as a means to influence the policymaking process. In addition to Nike, other large corporations such as Facebook, Amazon, Apple and Coca-Cola, all recently made pledges to make contributions and work towards racial equality. However not all forms of corporate activism are embraced by communities and brands must act cautiously when approaching such campaigns. Last month it was reported that Coca-Cola had been boycotted by thousands in Georgia after openly communicating its support for proposed changes in the voting regulations.

It’s not surprising why so many businesses have embraced social activism when we explore the results. Recent research conducted suggests that over 60% of consumers care for what brands are doing to support environmental and social issues. These trends tend to be higher amongst the younger demographic with over 70% of millennials considering social activism key in consumer loyalty.

Often, there may be assumption that brands are making a stand as a form of marketing. They are branding themselves as fair, diverse or inclusive as a performative tactic to attract sales. There is evidence to suggest that social activism can drive corporate behaviour.

Consumers are aware of the power many brands hold and know that they have an opportunity to make an impact. Businesses are increasingly expected to use their platform to lead on positive change. People increasingly navigate their way through today’s politically polarized landscape, with brand trust playing a key role to consumer accessibility.

Traditionally, social media platforms have offered their own separate purposes and functions for users. For example, Twitter originally was the ‘go to’ social site for seeking news, current affairs as well as engaging with key influencers and celebrities. On the other hand, LinkedIn was the platform to reach out to like-minded business professionals and networks. However social media users are increasingly using all social media platforms as a means to explore, discuss, and promote social values. In recent weeks, it is has not been uncommon to stumble across an article on LinkedIn questioning Pierce Morgan’s views on Meghan & Harry or whether Meghan Markle is a liar. Although such content can be very uncomfortable for many, it can be insightful to read and observe others opinions on rather important matters.

Social Media

Social media has given everyone accessible communication channels with direct access to a wider audience to discuss their views and in recent months, it has been impossible to get away from. One of the ways in which brands access large audiences via social media platforms is through paid advertisement. The larger the investment, the larger the reach. Depending on the user’s connections, or the pages followed and personal search activity will likely dictate and depend on what content one will see. This has been recently highlighted in Netflix’s Social Media Documentary, ‘The Social Dilemma’ where we see how not only businesses, but politicians pay digital giants millions to attract business, political votes, and support narratives. The documentary suggests that politicians use social media as a means to win elections. It also reminds us that nothing is free. The saying is, if you’re not selling the product, you are the product.

Increasingly users are becoming aware of this and in many ways, this is likely to fuel more social activism. Although I do not tend to read some mainstream newspapers, their content has been unavoidable during lockdown. When we pay attention to this content, it is rather apparent that UK mainstream media follows a similar tone or voice. As society becomes more diverse and interconnected, there is opportunity for more points of view to be represented and discussed. Until the UK media and other organisations acknowledge this, we are likely to see more social activism being presented by liberal brands, CEOs and other leading professionals on all social media platforms including LinkedIn.

By Stephanie Prior, Marketing Manager at Healys LLP