Unwrapping Brand Activism

Abstract: This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. Initially we analysed nearly 30 postings with collectively over 4000 comments on the platform Reddit. This study addressed the limited literature on consumer perceptions and engagement with brand activism on FMCG packaging. The study revealed three main topics: the tangible role of brand activism, consumer scepticism towards packaging, and the conflict between informative and symbolic elements. Results show how brand activism on packaging differs from other marketing tools such as advertisements on billboards; the tangible aspect of packaging creates more engagement and contribution to consumers' lives. Results show that consumers are wary of profit-driven motives but respond positively to creative and authentic brand activism. Lastly, findings emphasise the importance of balanced and genuine brand activism that respects both informative and symbolic aspects of packaging.