A think piece looking into the question of how active brands should be within the world of politics. Companies are adopting stronger Social Purposes. How do they cope when that crosses over into harder line political activism?

1. Brand Activism
A guide to getting political

2. BAMM A Visual Thinking CompanyTM 2
“UNLESS SOMEONE
LIKE YOU CARES A
WHOLE AWFUL LOT,
NOTHING IS GOING
TO GET BETTER.
IT'S NOT.”
- DR SEUSS
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From C.S.R to Purpose and beyond…
Charity Philanthropy Corporate social
responsibility
Purpose driven
marketing
1550
The Haski Sultan
Imret charitable
complex opens in
Jerusalem
1668
Ikeda Mitsumasa
establishes first
Japanese public
school
1953
“The Social
Responsibilities
of businessmen”
published
1976
The Body Shop
founded in
Brighton by Anita
Roddick

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“A MAN WHO HAS NO
ENEMIES IS A DONKEY”
- Old Kabyle saying
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Why brands need
to get political
Polarization is the political reality
across the Western world and beyond.
For brands who have built appeal and
distinction around a value driven
philosophy, this is a risky place to be.
As tensions rise, sitting on the sidelines
is an increasingly difficult (and dangerous)
position to maintain.
All of a sudden, standing for something
means being willing to stand up to
someone.

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#DELETEUBER #PEPSIKENDALJENNER
DOING NOTHING BADLY DOING SOMETHING BADLY

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78%Think Brands are only
interested in getting
involved in political issues
to make more money.
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*BAMM Brand activism study August 2017.
Nat rep sample 250 respondents.
People find it easier to
think of examples where
brands have had a negative
impact on political issues.
35%Can think of an
example where
Brands have had a
positive impact on
political issues*
47%Can think of an
example where
Brands have had a
negative impact on
political issues*
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What the people say
8
66%Of people of all ages
think Big brands and
corporations have a
responsibility to do more to
engage in political issues…*
90%
18-24
82%
35-44
30%
65+
100%
*BAMM Brand activism study August 2017. Nat rep sample 250 respondents.
_

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43%I would be more interested
in buying from brands that
do more to engage in
political issues*
63%I would be more interested in
buying from brands that HELP ME
to do more to make a difference
to political issues I care about*
*BAMM Brand activism study August 2017. Nat rep sample 250 respondents.
People would rather brands help them to make
a difference than do all the work for them.
10

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“NOTHING IS
POLITICAL.
EVERYTHING
CAN BE
POLITICIZED”
- Foucalt
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- Old Kabyle saying
12
Getting political
properly
Staying quiet is no longer an option,
but playing it safe still is.
At the very least keep an eye on where
your values align with political issues.
We know events evolve rapidly and can
escalate very quickly.
Make sure you aren’t caught off your
guard by politically switched on and
savvy consumers.

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Five ways to take the plunge
12
1.
Get your own
house in order
2.
Stay close to
your brand
3.
Play the
long game
4.
Find out what
‘help’ looks like
5.
Find a partner who
knows what they
are doing

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1. Get your own
house in order
13
Everyone expects brands to be
superficial so say it from the heart.
Make sure the issues you choose to
support are consistent with your
own internal culture.
Vocalize it from the top down.

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2. Stay close
to your brand
If it doesn’t ring true with what the
brand stands for, it’s not going to work.
Make sure you’ve got a legitimate and
very obvious reason to throw support
behind an issue.

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3. Play the
long game
Getting involved in ‘big P’ politics is
not a desirable option.
Besides brands live longer than politicians.
Long term investment shows consistency
and generates tangible results that can be
traced right back over time.
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4. Find out what
‘support’ looks like
One man’s ‘aid’ is another man’s
neo-colonialism.
Support needs to be both systemic
and sympathetic to issues identified
by the people at the coalface.

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5. Find a partner
who knows what
they’re talking about
There are lots of people out there
better qualified than brands to make
a difference.
Their expertise plus your resources
can make for a powerful partnership.
Having their name attached to yours
lends instant legitimacy.

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