Taking a Stand with Rebecca Baron

In this edition of our Taking a Stand Q&A series, we talk about all things activism with Rebecca Baron, Strategy and purpose consultant and ex Head of Activism for Ben & Jerry’s Europe.

1. What does ‘brand activism’ mean to you?

It is an inescapable fact that companies are political actors (small p). Many of them like to deny that fact, but they still behave as political actors. Think of corporate lobbyists asking the government for favourable tax conditions or industry regulations; think of how much influence advertising has on us. Brand activism is an acknowledgement of the political agency and influence a company has, and using that influence to try and create positive social and environmental change. The paradox is that if you are using brand activism to try and increase your profit, you will fail at both. But if you aim for change for change’s sake, you are more likely to achieve it and your brand loyalty will increase as a result.?

1. Who do you think has done some great work in this space lately?

Sadly, there has been a muting of efforts across the board, especially in the U.S. A small but loud backlash has scared some brands into silence. In the UK and Europe, the cost of living crisis has caused some brands to pivot away from systemic issues and instead focus on adding value to consumers who are struggling to afford basic living essentials.?

That said, brands with activism in their DNA like Ben & Jerry's , LUSH and Patagonia have doubled down. In the UK, Lush had a brilliant partnership with Refugee Action for Refugee Week earlier this year. Customers could write messages of welcome to people seeking safety, and buy a bath bomb, with the profits then being donated to Refugee Action. What really made this partnership impactful was Lush’s communications - they used bold language that mirrored Refugee Action’s, and didn’t water down or sanitise the issue in order to make it more appealing. They understood that their job was not to say what is popular, it was to make popular what needs to be said.

1. What mistakes do brands make in their journey to being a brand activist?

The first big mistake I see is brands attempting to capitalise on the benefits of brand activism without accepting the inherent risks in it. Change is hard: if it were easy, it would already be done. And with progress comes pushback. If you’re taking part in activism, there is going to be people that disagree with you, and you have to be okay with that.?

Another mistake a lot of brands make is to approach activism as a competition. Activism is a team effort. There are movements made up of many organisations and individuals all trying to achieve the same goal. Brand activism done in isolation is ineffective at best and tone deaf at worst. Brands need to listen to the experts, to people experiencing the injustices they are tackling, and then work in step with the movement. Activists talk about centring people with lived experience - brands should start here, not with their consumers.

This will also help your activism to be grounded. We’ve all seen brands attempt to jump on bandwagons they don’t really understand. Activism has to be rooted in something, whether that’s your brand values, a genuine relationship with a movement, or an issue that your product touches. It takes time to grow these roots, and brands shouldn’t try and rush into activism before they’ve understood exactly what their role in the movement is and what they can bring to the table.

1. How can they avoid them?

Thinking of your brand as a friend can help. Does your friend go around telling you how great they are, how charitable, how kind? Or do they do the work and invite you to join them? Do you trust a friend who constantly changes what they’re saying to agree with whoever spoke last? Do you expect your friend to be right all the time, or would you prefer them to be honest? Being an activist brand means working with others to build something better. Consider your brand as a friend to your consumers, and also a friend to the movement. Let these friendships guide your communications and your commitments, and your work will have a greater impact.

1. Where do you think brand activism is most sorely needed at the moment?

It’s sad to say but there is no shortage of injustice in the world. People fleeing war and conflict are met with hostility and oppression when they reach so-called “safety” in Europe. The U.S. still lives under the long shadow of slavery, and Europe is not free from racism in our institutions. After the atrocious terrorist attack by Hamas on 7th October, Gaza and its citizens continue to be obliterated. Homelessness and poverty are on the rise in the UK.?

Some of these are very difficult politically and brands might not be willing to engage. There are two other areas where brands could make a real difference: firstly, trans rights. Ask any anthropologist and they will tell you that trans/non-binary people have existed in cultures outside of the modern West for millenia. Trans people are not the enemy. Brands continuing to show support for trans people has the potential to shift the cultural dial. Secondly, the shrinking of what we call the civic space: new barriers to voting including requiring photo ID, restrictions on the right to strike and limits to the right to protest all undermine democracy. Democracy is not a particularly exciting or emotive topic but it’s the bedrock of a thriving society and one which all of us - brands and citizens alike - rely on. We’re going to see major elections across Europe and Americas in 2024. Activist brands could bring their creativity and their reach to encourage voter turnout and help set the stage for future change.