Do you stand up for your ideals as a brand and do you B2C Telemarketing List dare to take sides if necessary? Or are you, as a brand, so brave that you start the discussion to initiate social change? Brands like Nike and Patagonia weren't afraid to make their voices B2C Telemarketing List heard. They took sides, stood up for their supporters and let them hear a strong noise to the B2C Telemarketing List outside world. This is brand activism. But should brands get involved with politically charged themes? And what are the ingredients for a successful transmission of the message?
To gain more insight into the possible effects of B2C Telemarketing List taking a stand, MarketResponse has conducted two studies. This blog focuses on one of these studies, into the importance of authenticity in taking an activist position. Marketing trick or sincere B2C Telemarketing List involvement According to researchers, it is essential that brand activism emerges logically from identity and B2C Telemarketing List brand image. If it comes as a surprise it can be seen as a disingenuous marketing ploy ( Vredenburg et al., 2020 ; Schmidt et al., 2021 ). An example is the case of Pepsi. In an effort to join the Black Lives Matter movement and appeal to a younger audience, Pepsi launched a commercial starring model and influencer Kendall Jenner.
The commercial was widely criticized , was quickly B2C Telemarketing List withdrawn, and Pepsi apologized for it. The brand has been accused of woke washing because there is no supporting evidence of genuine involvement in this theme. According to B2C Telemarketing List researchers Vredenburg et al. (2020), authenticity is about preserving the brand B2C Telemarketing List essence. It must be clear that the statement stems from intrinsic motivation and genuine involvement. This can only be achieved by staying consistent in your core message and actions, building credibility over time.