Senior Honors Projects, 2020-current

Creative Commons License

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

Date of Graduation


ORCID 0000-0003-1506-1562



Document Type


Degree Name

Bachelor of Business Administration (BBA)


Department of Marketing


Canessa N. Collins

Irvine Clarke III

Theresa B. Clarke


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.



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