One critical facet of activism today is the role of brands and business. But finding your brand’s role in today’s expansive, shifting landscape has become more challenging. Our study shows that the public both expects and rejects brand activism in equal measure. By championing one cause, you’re seen to be curtailing another. Silence is no longer safe ground, as we discussed in the previous section. Finding your brand’s niche and connecting with your tribe, has become the smartest, if not essential, political play. While activism is more diverse than ever, we have identified four, macro behaviors that can help individuals and brands navigate this new landscape.
The 4Cs of Pan-Activism
\ Conserve — Preserving one’s power, retreating or resisting.
\ Collaborate — Connecting with, or understanding "others" to find a balance or commonality.
\ Conflict — Opposing, fighting or preparing for attack.
\ Convert — Influencing people, or channeling money and resources into impact.
“Things are so bad for the planet right now that it’s easy to get depressed about it. The cure for that depression is action.”
\1C — CONSERVE
48% OF PEOPLE TOOK ACTIONS TO PRESERVE THEIR POWER
What It Means as a Form of Activism
Preserving one’s power, retreating or resisting.
What the Numbers Show
Not all activists are visible, and not all actions are overt. For many Americans, the current political climate is a source of great stress, leading them to turn inward and refocus on their own mental and physical health. Nearly a third of Americans are spending more on self-care than they did a year ago, and eight percent have actively “sought out mental health care or began to take medications to deal with new political or cultural stress.” The never-ending march of the newsfeed is also taking its toll, with one in six saying that they have limited or stopped using social media “because of its impact on my mental or emotional health.” Today, wellness has become a form of quiet activism, and seeking mental health care in order to deal with political stress has left the realm of the taboo. Many Americans are “prepping” for the worst, with a fifth saying they’ve made preparations in case of a disaster or conflict in the past year, such as stockpiling, or buying a generator.
Who is Conserving
The majority (72 percent) of those seeking mental health care or medication to deal with new political or cultural stress have been subjected to prejudice because of who they are or what they believe.
Those conserving tend to be Millennials or Gen X-ers with 76 percent of those taking this action falling between the ages of 18 and 44.
Those abstaining from social media tend to be women (58 percent), live in urban areas (40 percent), and lean younger, with 44 percent between the ages of 18 and 34—an age group twice as likely to say it has been subject to prejudice.
Those in the South are the most likely to have made preparations for a natural disaster or conflict, which is no surprise considering the devastating hurricane season that hit Houston and Florida last year.
What Conserving Means for Brands
Apolitical Activism
Activism doesn't have to be political. Brands can respond to people in Conserve mode without taking sides. For example, after the Montecito landslides in January, Ford emailed California drivers with an offer for delayed lease payments.
Digital Detox
Brands have an opportunity to help people manage the pervasive impact of technology on our lives, which is becoming a growing health concern and new form of resistance. “The use of social media and smartphones looks culpable for the increase in teen mental-health issues,” argues psychologist Jean Twenge in The Fix. “It’s enough for an arrest—and as we get more data, it might be enough for a conviction.” We predict a new breed of brands will rise to offer an alternative form of activism, offering respite to an over-stimulated audience—particularly Gen Z.
Radical Self-Care
The self-care industry is estimated to be worth $10 billion, and as the current political climate is driving people toward it, we envisage faster growth and evolution. What’s especially interesting is how self-care is being conceptually reframed as a form of activism versus indulgence. For health and beauty brands, this could point to your political sweet spot, or fresh stimulus for R&D. For other categories, this cultural shift could open up a softer approach to activism.
What It Means as a Form of Activism
Connecting with, or understanding "others" to find a balance or commonality.
What the Numbers Show
The media tells us we’ve never been more polarized—and 73 percent of Americans agree. But they’re not taking it lying down. We’re seeing a new mass behavior demonstrating radical empathy for “the other side.” 45 percent of Americans said that in the past year, they had an open conversation with someone who held a different point of view, and 26 percent took steps to learn about the beliefs of a group with whom they disagreed. In addition, nearly a third of Americans are looking to alternative media sources (such as publications with a different political agenda) more in the past year, an action connected to the desire to understand the other side and get a more balanced point of view on the world. Added together, these actions are telling us that curiosity and respect trump ignorance and anger and that Americans are trying to break the filter bubble.
Who is Collaborating
Collaborative actions had the widest variety of people participating across demographics and politics in our study. This suggests it may be the most socially acceptable and accessible form of activism.
Those turning to alternative media to gain a balanced view are equally split between conservatives and liberals. This presents an opportunity for media brands to grow their audiences by demonstrating objectivity.
Those supporting immigrants (18 percent) tend to lean younger (42 percent are Millennials) and liberal (40 percent liberal versus 16 percent conservative).
African Americans are most likely to enroll their kids in diverse schools in order to expose their children to different backgrounds (25 percent), followed by Hispanics; conversely, Caucasians were least likely to take this action.
What Collaborating Means for Brands
Commercial Empathy
While polarization stories may have generated a lot of clicks, in 2018, empathy offers a fresh strategic approach. We call it “Empathy Age,” and it’s a cultural shift we’ve been tracking for the last two years that has proven to be one of the most consistently resonant and powerful for brands. Actively demonstrating emotional intelligence—and teaching audiences how to empathize with others—may be a new way in for audiences fatigued by fighting.
Building Bridges
Just as people are connecting with “others,” it’s time for brands to rethink the concept of “competitors” in this moment of Collaboration. What actions can your brand take to mirror this nascent audience behavior? Can competitors become allies in a joint venture? Can your partnership program be a tool to diversify your business? Rethink the enemy.
Reframing the Other Side
Tap into people’s curiosity for the other side. The majority of Americans are taking actions to break out of their bubbles. Brands contribute to these filters and can play a role in dismantling them. Frame the other side as personal discovery. The message of “broadening your horizons” has a new urgency and cultural resonance for people right now. Facilitating and celebrating difference can be done in multiple categories—from travel and tech to food and dating.
What It Means as a Form of Activism
Opposing, fighting or preparing for attack.
What the Numbers Show
When faced with the conflicts we’re seeing across our country today, many choose to take a more aggressive approach in their political actions. Twenty-nine percent said that they’ve had a serious disagreement with someone over their beliefs in the past year. Social media has only added fuel to the fire as roughly a third of Americans say they’ve posted or reposted something political on social media to amplify their voice and spread their agenda. Companies are also using their marketing and financial might to promote their causes. In response, average Americans are taking action to show brands which side they’re on, in a new “brand battleground.” In fact, nearly a quarter of Americans have boycotted a brand because of their political stance, using the power of their wallet to fight back against companies whose social and political ideals do not align with their own. For others, the fear of conflict is more defensive and closer to home, with a fifth of Americans taking steps to protect themselves or their families, such as purchasing a gun or taking self-defense classes.
Who is Conflicting
Those taking steps to protect themselves or their families tend to be men (55 percent) and from the South (43 percent).
They are also likely to know others who are considering purchasing a gun (78 percent) and feel that gentrification or the cost of living is driving them out of their homes (49 percent). This reveals that the combination of marginalization and groupthink is driving people towards aggressive and defensive acts.
Those who have boycotted brands because of their political stance also tend to be men (55 percent), and with higher incomes ($100,000+).
What Conflicting Means for Brands
Brand Battleground
Consumers on both sides of the political spectrum are using brands as a new battlefield, with those more recently politically awakened most likely to boycott a brand. Supporting a brand has a slight edge (greater than three percent), over boycotting a brand when it comes to politics. The connects to the commercialization of activism and the pro-narrative trend we’re seeing—people want something to buy into and stand for.
Anti-Gentrification
We’re seeing an increasingly politicized and aggressive backlash to gentrification, from the vandalism of upscale new businesses in Los Angeles' Boyle Heights, to Airbnb’s headquarters being occupied by protesters accusing the brand of greed and making people homeless. Brands and marketing are seen as part of the problem. But they could also be part of the solution. Thinking hyper-local, respecting ethnic origins, and supporting communities under pressure, are strategies for turning conflict into cohesion.
Creative Anger
Brands could help diffuse or channel anger in a productive, profitable way. For example, Rihanna understood that women of color were frustrated and unable to find cosmetic products as an underrepresented segment in the beauty industry. She channeled this anger into developing Fenty Beauty—now one of TIME’s Best Inventions of 2017.
“America is about following rules. It’s a code of conduct, and I believe that everyone should have a gun for their personal protection.”
\4C — CONVERT
61% OF PEOPLE TOOK ACTIONS TO IMPACT THEIR CAUSE
What It Means as a Form of Activism
Influencing people, or channeling money and resources into impact.
What the Numbers Show
Convert actions had the greatest number of people participating according to our study. People are putting their money where their mouth is when it comes to activism. More than half of Americans say they prefer to buy from brands that maintain all of their operations in the US, and a third say they’ve supported local brands more this past year, injecting cash directly into their communities. Others, seeing a number of institutions come under attack, have proactively offered support, with 35 percent donating to help organizations they believe in. Two in five seek out ethical, socially aware brands, while a quarter say they’ve supported a brand because of its stance on social or political issues. How Americans spend their money and the brands they choose have become everyday forms of activism.
Who is Converting
Converters aren’t defined by gender, race, age or politics; and they align with the general population demographically.
Those who donated to victims of a tragedy tended to be 65 or over (23 percent) and were more likely to be married (57 percent).
Millennials were more likely to seek out and connect with others who have similar beliefs (36 percent).
Supporting organizations and brands because of their social stance also tended to be Millennials (37 percent), and liberal (31 percent).
What Converting Means for Brands
Go “Pro”
Cause branding is in many ways as crucial as the cause itself. Many ideologically driven organizations have learned to position themselves as pro, neo, alt vs anti in order to promote a more positive, modern, less polarizing message. Brands that message in the “positive” have the opportunity to flip the script on entrenched or divisive issues and appeal to the pop, can-do mentality of activism today.
Instant Gratification
While some called the Facebook rainbow photo the ultimate slacktivist accessory, others pointed out that the critical mass it created drove visibility and popular opinion for the legalization of gay marriage. Today, activism needs both the casual outer circle and the hardcore center to create mass change. It needs tech and it needs design. People want to be able to see the impact of their actions and feel some instant gratification—even if it’s stupidly simple.
Beyond Ads
Help others to help themselves. 2017 saw a massive spike in brand-led donations to causes, and politically charged advertising campaigns. But impact isn’t always made through a one-time check or ad. Brands have multiple resources at their disposable which are often under-utilized. We think 2018 should be about brands skill-sharing and sustaining their causes beyond advertising—think mentoring, incubating and lobbying. Patagonia Action Works is a new “match-making service for activists” that connects activists and would-be volunteers to organizations fighting for environmental issues.
“Activists aren’t always making speeches. You can be an activist every day. It’s about living the values and taking small steps to make a larger impact.”
\ SECTION II SUMMARY
Pan-Activism
Activism today is mass, fluid, multidimensional, and best characterized by small, everyday actions across a range of touch points. Today, we are all activists. On many sides. Every day.
The 4Cs of Pan-Activism
\ Conserve — Preserving one’s power, retreating or resisting.
\ Collaborate — Connecting with, or understanding “others” to find a balance or commonality
\ Conflict — Opposing, fighting or preparing for attack.
\ Convert — Influencing people, or channelling money and resources into impact.
01. Your Customer Is an Activist
Eighty-five percent of Americans took action in the past year to support their causes. These actions range from the small and everyday, to the big and subversive. Today’s activist exists in all demographics.
02. Purpose > Politics
Brands need to take position. People expect transparency and demonstration when it comes to brand purpose. Identifying the appropriate values and enacting them consistently will separate the brands who truly stand for something, from the imposters.
03. Gain Activism Literacy
Not every brand should be an activist, but every brand should understand activism today. The key is to understand what it means for your tribe; what they expect from your brand; and how this connects to your purpose—and to act on it.
Continue to \ SECTION III — ABOUT US AND METHODOLOGY.
\ SECTION II — THE 4CS OF PAN-ACTIVISM
“I am a silent activist. One should live by a moral code, which means questioning what the government says. I lived as a convicted felon for selling marijuana, but as soon as it was legalized in my state, I cleaned my record and became one of the first eight recreational grow operations in Oregon. I benefit other Americans every day with my product [marijuana].”
\2C — COLLABORATE
58% of Americans Took Action to Connect with “The Other Side”
“I turn students from different backgrounds into allies who can make a real difference.”
\3C — CONFLICT
48% OF AMERICANS TOOK ACTION INTO BATTLE