Study the social context initiating brand activism and explore the significant components of effective brand activism as well as its pitfalls.

Abstract: Brands are entering a time where brand activism and political activism in which they state their beliefs affect consumer purchasing decisions instead of having, as opposed to traditional brand product marketing. Brands are more pressured to take a stand on any social issue and voice they’re donating to matter. The purpose of this paper is to examine the social context initiating such activism and explore the significant components of an effective brand activism as well as its pitfalls.