Brand activism is one way business can play a role in processes of social, political, economic, or environmental change. Applying brand activism, businesses show concern not for profits but for the communities they serve, and their economic, social, and environmental problems, which allows businesses to establish value-based relationships with customers and prospects. Businesses express brand activism through the vision, values, goals, communication, and behavior of the businesses and its brands towards the communities they are part of. Unlike corporate social responsibility and environmental, social and corporate governance politics, which are marketing-driven and corporate-driven, brand activism is society-driven.
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| - Activismo de marca (es)
- Brand activism (en)
- Brand activism (it)
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| - Brand activism is one way business can play a role in processes of social, political, economic, or environmental change. Applying brand activism, businesses show concern not for profits but for the communities they serve, and their economic, social, and environmental problems, which allows businesses to establish value-based relationships with customers and prospects. Businesses express brand activism through the vision, values, goals, communication, and behavior of the businesses and its brands towards the communities they are part of. Unlike corporate social responsibility and environmental, social and corporate governance politics, which are marketing-driven and corporate-driven, brand activism is society-driven. (en)
- El activismo de marca es un tipo de activismo en el que las empresas juegan un rol de liderazgo en el proceso de cambio social. Se produce cuando las compañías muestran preocupación no tanto por los beneficios sino por las comunidades para las que trabajan, y por sus problemas sociales o ambientales, lo que les permite establecer relaciones basadas en la creación de valor. (es)
- Il brand activism è un modello di business nel quale il perseguimento degli obiettivi economici è correlato o subordinato all’impegno dell’impresa in cause di rilevanza sociale, politica e ambientale. In questa prospettiva, l’azienda e la marca non operano solamente come attori del mercato ma, grazie al ruolo attivo assunto in iniziative volte a favorire il bene comune, come promotori dei processi di cambiamento che le più impellenti problematiche del nostro tempo richiedono. Il brand activism si pone quindi come naturale evoluzione dei programmi di corporate social responsibility: mentre tuttavia questi vincolano l’attività dell’azienda al rispetto di standard normativi o principi etici adottati su base volontaria che ne regolano l’impatto sociale e ambientale, ma sempre entro un’ottica d (it)
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| - Brand activism is one way business can play a role in processes of social, political, economic, or environmental change. Applying brand activism, businesses show concern not for profits but for the communities they serve, and their economic, social, and environmental problems, which allows businesses to establish value-based relationships with customers and prospects. Businesses express brand activism through the vision, values, goals, communication, and behavior of the businesses and its brands towards the communities they are part of. Unlike corporate social responsibility and environmental, social and corporate governance politics, which are marketing-driven and corporate-driven, brand activism is society-driven. In their book titled Brand Activism: From Purpose to Action, Philip Kotler and Christian Sarkar define brand activism as follows: "Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society; it is driven by a fundamental concern for the biggest and most urgent problems facing society." Thus, brand activism can be regressive or progressive; for example companies that lobby our politicians for regressive policies are brand activists, as are companies seeking to have an impact on the biggest societal problems. Current problems facing society typically drive companies towards brand activism. Once a brand sides with a cause, it must not only support the cause publicly but also it must actively contribute to the cause's initiatives. Brand activism shifts a company's vision from solely an internal impact to an external impact emphasizing advocacy and justice. (en)
- El activismo de marca es un tipo de activismo en el que las empresas juegan un rol de liderazgo en el proceso de cambio social. Se produce cuando las compañías muestran preocupación no tanto por los beneficios sino por las comunidades para las que trabajan, y por sus problemas sociales o ambientales, lo que les permite establecer relaciones basadas en la creación de valor. Kotler y Sarkar definieron el fenómeno como el intento que hacen las empresas para solucionar los problemas globales que preocupan a sus clientes futuros y a sus empleados. El Activismo de marca se expresa a través de la visión, la definición de un propósito, valores, objetivos, comunicación y, sobre todo, comportamiento de empresa y marcas hacia las comunidades para las que trabajan. (es)
- Il brand activism è un modello di business nel quale il perseguimento degli obiettivi economici è correlato o subordinato all’impegno dell’impresa in cause di rilevanza sociale, politica e ambientale. In questa prospettiva, l’azienda e la marca non operano solamente come attori del mercato ma, grazie al ruolo attivo assunto in iniziative volte a favorire il bene comune, come promotori dei processi di cambiamento che le più impellenti problematiche del nostro tempo richiedono. Il brand activism si pone quindi come naturale evoluzione dei programmi di corporate social responsibility: mentre tuttavia questi vincolano l’attività dell’azienda al rispetto di standard normativi o principi etici adottati su base volontaria che ne regolano l’impatto sociale e ambientale, ma sempre entro un’ottica di massimizzazione del profitto, nel brand activism l’intervento dell’azienda è finalizzato in primo luogo al soddisfacimento di esigenze sociali esterne alla produzione e al commercio. Si distingue inoltre da pratiche affini quali il , per la maggiore continuità delle iniziative a sfondo sociale e loro più profonda integrazione nella politica aziendale, e il , in virtù di una maggiore enfasi sull’operatività rispetto alla semplice dichiarazione d’intenti. (it)
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