A historical analysis of brand activism and its impact on company success

Author

Katy Sharon, James Madison UniversityFollow

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Date of Graduation

5-13-2022

ORCID

https://orcid.org/ 0000-0003-1506-1562

Publish

yes

Document Type

Thesis

Degree Name

Bachelor of Business Administration (BBA)

Department

Department of Marketing

Advisor(s)

Canessa N. Collins

Irvine Clarke III

Theresa B. Clarke

Abstract

Corporate activism is a growing area of study that has become more important as the political climate becomes increasingly divided. This project evaluates how corporate activism affects company success. Four significant political events were chosen and within each event two to three companies with varying responses were analyzed to determine best practices for organizations looking to engage in corporate activism in the future. Going forward, companies should deliberate with employees and upper-level management to determine the best course of action, respond to the event in a timely manner, acknowledge previous company actions that may contradict its current position, and lastly, avoid staying completely silent on the matter. This study highlights that how a brand responds to social and political change is a crucial factor in deciding whether to give them business, whether to become or remain an employee, and whether to invest in them.

Recommended Citation

Sharon, Katy, "A historical analysis of brand activism and its impact on company success" (2022). Senior Honors Projects, 2020-current. 148.
https://commons.lib.jmu.edu/honors202029/148