Corporate or brand activism is nothing new. However, while driving modern organizations, it needs to have a clear purpose for spearheading the changes. Business gurus and corporate leaders have extensively discussed this topic for many decades now. Unlike the old industrial era, modern-day information technology-based business brands now need to stand for more than just profit. They contribute positively toward a better society, where corporate activism becomes significant with its various possibilities.
We face many challenges now as the uncontrolled pandemic on one side, social polarization, economic shifts, etc., on the other side. The strong presence of the internet and social media has boosted the competitive game. What we usually consider an opportunity has now become a requirement for survival. Businesses need to focus on building a positive social impact rather than just positioning themselves to produce and trade goods or services. This has to be accomplished with neutrality in terms of various social elements like gender and race etc., to create a safe business culture.
Different Types Of Corporate Activism – Ram Chary
Here will discuss the classifications of corporate activism based on the intentions of the businesses and stakeholders as described by Ram Chary:
Brands and organizations are activists from the foundation and deeply engaged with the social causes. Activism is closely knit with its brand’s values. The super activists believe that the action will speak louder than simply words. They are out there to take the streets with the public and be loud to achieve a social cause with their followers, and people out of the crowd may become their brand ambassadors.
Many brands have been causing fundamental social shifts during their foundation. Their products and services are the flagship as their proposal may have changed the patterns of the social practices. These corporates also maintain some emotional bonds with their consumers based on the unique brand.
Some brands may not constantly or openly be engaged as super-activists but create different values and causes social changes coherently. These brands need some engaging actions to stay in motion and take their stance on the operational issues.
Those companies may take corporate actions and take benefit from social responsibility programs. They may usually be the top master brands. Responsible activism is lodged on their brand pillars or brand channels. This is more likely a traditional approach without generating noisy discussions or controversies.
Wrapping Things Up
As Ram Chary explains, an ideal proper approach to corporate activism will help to create a powerful and precise brand positioning. It can also make a lasting impact on socially and environmentally sustainable changes. To achieve the same, brands should work on their stance, incorporate activism and weave their policies in light of the view they want to take in the longer run. If we are not responsible for our actions, it will be too late. We have caused enough damage already. We cannot risk it any more.