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Brand Activism Report

Brand purpose, and brand activism is not something to be ignored, or to be worried about in some imagined future. The future is now. The rules of the relationship between people, product and the planet are being completely re-written. If brands don’t get on board with this, they risk vilification or even obsolescence. Feat. Ben & Jerry's, The Body Shop, Levi's and more.

 
 
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THE FUTURE OF BRAND ACTIVISM

 
 

Brand activism is not something to be ignored, or to be worried about in some imagined future.

The future is now.

The rules of the relationship between people, product and the planet are being completely re-written.

TCO FUTURE OF BRAND ACTIVISM REPORT

The relationship between brand and ‘consumer’ has altered dramatically, and it’s imperative brands understand this change - the need for a clear purpose, action not intention, transparency internally and externally, and the growing expectation that they will begin to adapt their practices to become a force for good.

Our report is an essential read, detailing how in identifying a core brand purpose and reason to believe, brands and companies at large can make strategic decisions that align with their values and still effect positive change.

We were fortunate to interview some leading brands within this space for our report, to assess the real challenges that lie ahead in 2019 and beyond, and also to offer learnings and strategic recommendations.

 
 

— FEATURING ORIGINAL OPINIONS FROM —

Oatly | The Body Shop | Patagonia | Levi’s | IHG | Ben & Jerry’s | Finisterre

 
 
 
 

The report was brought to life at an event in London, attended by 60 marketers, and with a panel featuring Ed Shepherd, Ben & Jerry's Head of Activism; Jessie Macneil-Brown, Body Shop’s Head of Global Activism; Rhodri Evans, Levi’s European Brand Engagement Manager; and Tom Kay, founder of sustainable surf brand Finisterre. Here are some key takeouts from the discussion:

“Brand’s shouldn’t just consider a narrative change when getting involved in brand activism, they should be driving systematic change to ensure real action is taken.” Ed Shepherd, Head of Activism at Ben & Jerry’s.

“Integrity and honesty needs to run through everything, from your people internally to your communications externally. It has to be inside and out” - Rhodri Evans Levi’s European Brand Engagement Manager

“Collaborate with your competitors, governments won’t just trust one brand, you need to collaborate and bring coalitions together.” Jessie Macneil-Brown, Body Shop’s Head of Global Activism

“We’re trying to encourage emotional connections with our products, so the longer you have it, the more you love it. We hope that the ethos of what we stand for as a brand and our sustainability message educates the customers on how to make their products last as long as possible.” Tom Kay, Founder of Finisterre.

 
 

“64% of consumers around the world will buy or boycott a brand solely because of its position on a social or political issue, a staggering increase of 13 points from last year”

2018 Edelman earned brand study

 
 

Our report leverages Huck’s editorial expertise in finding original and inspiring stories around environmental activism over the past decade - Day in day out we working within culture and activism,
exploring social justice, gender equality, and powerful insights into audiences who care deeply about these issues, who have strong ethical values but have lost faith in the political system to make change.