Executive Producer, Brand Consultant and one of ‘The Dots 100 rising stars inspiring change and transforming the industry in 2020', Amy Dick, argues this new wave of activism demands that brands play a regenerative role in society
if they fail to pay attention to social justice movements and a proliferation of digital platforms that empower communities and non-traditional news reporting. The voice of the people is more powerful than ever. Activism has become an essential part of modern life – an increasingly effective way for citizens, employees and brands to address critically urgent political, economic, social and environmental issues. The Guardian reports that “2010 to 2019 saw more mass movements demanding radical change around the world, than in any period since the second world war”. As customers and employees demand more equitable outcomes for both humans and the planet, these crucial stakeholder groups now hold leverage over brands, and will continue to push them to a higher standard.
A recent survey of more than 2000 consumers found that 67% will make a first-time purchase based on a brand's stance on a controversial issue. Therefore, brands that organise around social causes, and listen to what consumers and workers need, can win.
However, as the missteps in social justice and human rights by Nike, Adidas, Starbucks, Basecamp et al. have taught us, brand message and values must be consistently evident throughout the organisation – or place at risk the 19.5% (and often 50%+) contribution ‘brand’ adds to revenue.
In these ways, activism has redefined social contracts and the workings of the labour market, whilst inspiring new business models. Millennials and Gen Z, in particular, are providing inspiring new ways to think about the role of brands. This cohort is innovating to create progressive product categories and new business priorities that demonstrate the possibilities of regenerative brand activism.
Some of the lessons we can learn:
Inclusivity spans race, ethnicity, gender, sexual orientation, body size and disability – as well as other social, political and economic differences. Brands should create the conditions that allow all to be seen and thrive.
Gender neutral makeup brand Noto Botanics does this well, offering clean products that are produced ethically, with a percentage of proceeds going to organisations such as The Okra Project which works to address the challenges faced by Black trans people. Another brand worthy of the spotlight is Microsoft, whose adaptive controller marked a major milestone in accessibility for gaming.
Engineer a regenerative business model that focuses on the essentials. Nothing more, and nothing less.
Depop, the fashion marketplace for pre-loved wares, is an excellent example of the circular model in action. The brand has been so successful that 2020 saw it’s new users increase 163% from the previous year, with a 200% growth in traffic and a 300% increase in sales.
All this whilst making the most of existing resources and centering their audience end-to-end.
How to be a top seller on Depop
Grass roots social and environmental justice movements often lack the resources needed to create impact at scale. Brands should seek out these proponents of change and do what is possible to rocket-fuel their missions. This is also a great opportunity to spark creativity and innovation, and to galvanise communities in the longer-term.
The Flock Together birdwatching collective is an exemplary initiative, created in the Black Lives Matter era, to reclaim green spaces for people of colour. Brand collaborators aligned with their values include The North Face, Gucci and Timberland.
Flock Together: a birdwatching group for people of colour
Brands that are honest about who they are, whilst being willing to admit their shortcomings and demonstrate a vision for improvement, will build trust with customers, employees and other stakeholders. The Facebook advertiser boycott of 2020, dubbed #StopHateForProfit, proves that no brand is exempt from supply chain scrutiny. And this level of brand activism is set to strengthen.
For brands to create regenerative futures, they must develop kinder ways of doing business, longer-term thinking, and act in accordance with planetary and societal restoration. There will be mistakes along the way. However, humility and a commitment to taking on board consumer and worker feedback will help guide the creation of systemic changes that yield long-lasting and impactful results.
