The next evolution of brand activism

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A few years ago, brands taking a stand was the netherlands b2b leads norm. Sprout’s 2019 #BrandsGetReal Report found that 70% of consumers then believed it was important for brands to have a public stance on social and political issues, a stark difference from where we are today. The report declared it was “the era of the conscious consumer,” but warned brands consumers were already growing weary of “woke-washing” and performative activism.

By 2020, in the wake of the COVID-19 pandemic, the Black Lives Matter movement and a contentious US presidential election, brand activism emerged as a non-negotiable business strategy and exploded in the cultural zeitgeist. Brand activism—the act of a business actively advocating for or against certain issues—goes beyond traditional corporate responsibility and beckons tangible cultural change. But the surge of brands putting forth “activist” content largely backfired—many were accused of getting it wrong, overwhelming their audiences or performing to bolster the bottom line.

That’s where influencers come in. While interest in brand activism hasn’t completely waned, most consumers seem to believe the social media activism baton should be passed to influencers. Through parasocial relationships and growing cultural relevance, influencers have become role models and moral guideposts in the eyes of many. Even if they don’t want to be.

Across platforms, influencers are being spammed with calls to speak out about nearly every current event. Including topics that they are (admittedly) not qualified to speak on. Audiences threaten to cancel or abandon them (and brands they work with) if they don’t—or if they disagree with their stance.

According to the Q2 2024 Sprout Pulse Survey, 42% of consumers will unfollow brands if they work with influencers that don’t align with the consumer’s values. Considering 68% of consumers follow brands to stay up to date on new products and services, losing followers can have serious implications on revenue.