With the recent resurgence of the Black Lives Matter movement following the death of George Floyd, brands have taken to social media to show their solidarity and support for the black community. Straddling the fine line between performative activism and meaningful action has been a delicate balancing act for many brands, especially those forced to address instances of racism and injustice within their own organizations. In general, the role of “purpose-driven” marketing and social responsibility has emerged as a matter of consideration for brands and consumers alike during this time.
While the sheer volume of brands participating in this movement may imply a certain set of consumer expectations around brand activism, we asked the Fluent audience whether they pay attention to the causes a brand supports, and if a brand’s response to current events impacts their purchase decisions. We also explore the types of brand activism consumers value most, as well as more general preferences when it comes to receiving communications from brands online.