CEF.UP - MaR Seminar | Webinar | Brand Activism: Igniting marketing's social spirit, or lighting the fuse of the culture war?

Tuesday, June 17th 2025 | 18:30h | room 631 | online

Brand Activism: Igniting marketing’s social spirit, or lighting the fuse of the culture war?

Ken Peattie - Cardiff Business School, Cardiff University (Wales, United Kingdom)

A culture war pitting socially conservative and socially progressive factions against each other is an increasingly visible feature of the marketing environment within many countries. Brand activist campaigns are mostly adopted by companies seeking to express their values and their solidarity with progressive social causes and/or to resonate with younger consumer audiences for whom such causes are important. Such strategies pose risks to brands and their managers, and a misjudged incursion into a culture war battle can result in a backlash from both critics and supporters. Becoming “fake news” targets, accusations of inauthenticity, and being targeted with punitive measures by policymakers in retaliation for taking a stand are among the brand activism risks companies face. This seminar explores these issues and considers what responsible marketing might look like for companies in the midst of a culture war.

Any questions please contact cefup.sec@fep.up.pt.

“Centro de Economia e Finanças (CEF.UP) is financed by Portuguese public funds through FCT - Fundação para a Ciência e Tecnologia, I.P”