Social Media Activism & A Brand’s Role
In this guest post, Vishesh Bhavsar (main photo), research and insights manager at One Green Bean, takes a look at the pros and cons of brands and social activism…
The rise of social media has provided an amazing platform for people to express their opinion freely, protest injustices and stand up for what they believe in.
Because of this, discussions on social platforms have become increasingly polarizing and can lack neutral ground.
According to Facebook IQ’s Gen Z Shift report, Gen Zers more than any other generation, share a powerful belief that they can change the world—and they now expect brands to join them.
This new generation of vocal social campaigners is a prime target audience for some brands, who are now responding more than ever to social justice movements.
So that begs the question for the brands: What is more beneficial – being reactive or proactive when it comes to social activism? Particularly when pressure is applied from consumers.
As a part of my role as Research and Insights Manager at one green bean, this is something I often consider, which prompted me to share my opinion on the matter.
Would you believe there are more than a billion mentions of the term ‘protest’ and ‘boycott’ on social channels since January 2014? The mentions have increased by 1000% year-on-year. As a comparison, there were approximately 134 million mentions of ‘technology’ and approximately 107 million mentions of ‘science’ in the same period.
As you can see, social activism is capturing an overwhelming share of voice, which is now making it almost impossible for brands to ignore.
2020 has been a year of protests and social media has played a key role.
Take for example the #blackouttuesday movement. Many consumers, celebrities and brands changed their profile pictures to a solid black square to raise awareness of racism and the effects it has on society.
However, over time the movement on social media started to get diluted. The mentions of the hashtag dropped from over a million on the first day to approximately 30,000 mentions globally the next week.
Interestingly, if you now search the #BlackoutTuesday hashtag on Instagram, you will see beauty influencers, aspiring models and random meme content.
Furthermore, when I completed some social listening, it was obvious that numerous people had gone back and deleted their black square image.
Another example is the #StopHateForProfit campaign where Facebook was accused of letting people circulate hate-provoking content too freely. As a result, some businesses and non-profits paused their paid advertising to hold the platform accountable.
Media coverage and a spike in social mentions saw more than 1200 brands take part.
For some brands there was a natural fit to take part of the campaign – given their history of inclusivity and company values. For others, it was a brief pause before regular spending resumed.
Both these examples show how powerful momentum and public pressure can be.
Today’s consumer expects more from brands. They support companies who use their reach for positive impact and just as quickly, they can criticize companies who remain silent.
This brings a great dilemma for the brands – what, when and how to support social activism.
The following is a simple checklist I think every brand should consider before jumping in.
- Be authentic – if the brand has no credibility for that particular cause, perhaps it’s best to apply resources to other areas.
- Social media pressure should not be a reason for brand to stand by any cause. It has to be built in its values.
- Action speaks louder than words. Brands should proactively lead by example and encourage their consumers to be involved in the ‘good’ they do.
There are new protests and boycotts initiated on social media every day. Which means that the pressure on brands to align to social activism causes will only increase in the future. Brands should choose their support cautiously and be led by their values.
Please login with linkedin to comment
Vishesh BhavsarLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.