The 6P’s of Brand Activism

This is a basic framework, developed at Ben & Jerry’s, to deploy traditional business marketing tools, techniques, and channels to advance social change, not just sell more stuff.

WHY SHARE NOW? 

At a time when our societies face tremendous challenges, from climate change to economic inequality, our government and political leaders seem less and less capable of addressing these complex issues. This civic dysfunction is destructive, but it is also a profound opportunity. Companies and brands play a unique role in the culture and in the lives of consumers, and collectively can be a force for positive change within society. We want to share our approach with other progressive businesses in the hope of both inspiring more businesses to join us, and to solicit feedback on how to optimize the model. There have been countless articles, keynotes and books lately focusing on “purpose-driven brands” and “CSR, ” yet many lack the practical framework on how companies and brands can actually support and grow movements working for economic, environmental, and social justice.

My colleague Chris Miller and I gave a TEDx talk back in 2016 outlining the concept of “Activist Marketing” and it’s worth resurfacing.

WHAT THIS IS NOT

• This is not corporate social responsibility or cause marketing
• It’s not a way to increase your sales or brand equity (but it likely will)
• And it’s much more than being “purpose-driven”

WHAT THIS IS

This is a guide to using your brand voice (your marketing touchpoints – ads, digital, video, packaging, etc.) to advance your values and be an advocate for real social change in the world. It turns your marketing organization into a campaigning organization, and marketers into activists. It means you sell not just more stuff, but big ideas.

WHAT IS THE OBJECTIVE?

The purpose of this work is to grow and support existing movements advancing social change so that these movements can create positive impacts on the world aligned with the core values of your company.

At Ben & Jerry’s, we do not invent campaigns, issues, or causes. And we don’t parachute into a community with money. We take our lead from the activists and leaders of frontline and impacted communities. We ensure our work supports the strategies of leading progressive organizations driving these movements forward. We build our campaigns based on their goals and in support of their strategy. They are the experts in knowing what their communities need.

THE 6P’s of BRAND ACTIVISM

Marketers love frameworks and the classic 5P’s of marketing is something all brand managers learn. So we’ve created a framework companies can use to guide their approach to brand activism. It is not a literal checklist, but a way to structure your thinking.

To be an activist marketer, you need to think about things differently. You need to deploy the 6P’s of brand activism.

PURPOSE—Your Core Values

Business Activism is not driven by the values of your customers or the issues they care about. It is driven by the values of your brand and the things that you and your company care about. Why does your company exist, and what are your core values? Be clear about your values—make sure they are rooted in something real and that they can stand the test of time.

POLICY—Tangible Change

Stand for real policy changes that address the root cause of issues. Don’t pursue empty actions that don’t support and align with larger movements. Be transparent and be direct in this ask with your customers to bring them along.

PEOPLE—Of the Movement

Your employees must truly believe in and be connected to the issues and the movements you aim to support. They must be passionate about creating change. This work cannot be wholly outsourced to agencies.

POWER—Resources

Businesses have immense power and influence over policymakers, the media, and consumers. This includes expertise in consumer research, performance marketing, world-class creative development, and big budgets. Let’s leverage all of that to better the world, not just sell more stuff.

PUBLISHING—Storytelling

Use your voice and your consumer touch-points for ongoing storytelling and creative content that brings your consumers into these movements. Offer an easy onramp to participation, such as signing a petition or joining a march.

POP CULTURE—Relevancy

Use your brand positioning and tone to cut through the cluttered media landscape. Your connection with your consumers can help you drive them to movements, and your support of movements can make your brand relevant and top of mind.

Ben & Jerry’s is not alone in this approach. Companies like Patagonia and Lush Cosmetics use their business and their “marketing” to educate, inspire, and motivate their consumers. Hundreds, if not thousands, of companies aspire to be “purpose-driven”. Let this framework help shape your approach.