Abstract
Brand activism involves a publicly stated position and goes beyond simply fulfilling a social responsibility. It seeks to proactively change public opinion. It can alienate some customers, but stakeholders are increasingly using brand activism to understand a brand’s values and how it will treat them in the future. Brands do not have to give up profits or market share to be politically active, as long as they do it right. A few overarching practices can increase the likelihood of success on the twin goals of political impact and business performance. Showing authentic concern is important, and stakeholders expect more than just a glimpse into a company´s display windows to be convinced. Brand activism will remain part of the marketer’s playbook for as long as people use it to decide with whom they will entertain a business relationship.