What’s the point?
Brand activism of Woolworths, Qantas, live theatre companies, writers’ festivals and others raises many questions. At this early stage of its evolution this new and fragmented phenomena provides few answers, and seemingly less, even fewer success stories.
The recent and current business landscape is littered with failed or at best marginalised examples. Outdoor sports and footwear retailers, green hydrogen promoters, immediate zero-emission advocates and society-wide wind turbine power generators come readily to mind.
Brand activism is typically a deliberate, often provocative strategy. It tends to be applied to hotly debated, often polarising topics, products, services and applications.
Being involved in, and at the forefront of contentious, politicised issues comes with costs, many of which are not foreseen.
A reasonable observation is that it is in its exploratory stage, in need of advanced systemisation, clarity in its message, consistency in its application (both internally and externally) and a noticeable orientation to customer advantages and benefits in its advocacy.
One notable Australian mining entrepreneur, among Australia’s richest individuals has attracted a lot of media exposure and recruited countless high-profile people - among them ex-politicians – in pursuit of his endeavours to promote, utilise and achieve zero-emissions and green-hydrogen. The very names of several of his companies reflect and highlight the ideals of the pursuits.
His seemingly self-righteous public declarations have been forthright, provocative, challenging and in some instances personalised in their targeting. Brand activism personified.
Most apparent is the “revolving door”, as many corporate recruits and advocates have made rapid departures from the entities in what has become a conga-line of the disillusioned.
FAMILIAR PROFILES
The concepts and goals inherent in ESG (social, environmental, governance) have a recent track record parallel, but advanced relative to brand activism.
Each of the aspirations are laudable. The c-suites and Boards of major corporations have warmly embraced the principles, which are typically less radical, extreme and polarising than those associated with brand activism.
Quantifying, monitoring and maintaining the differing dimensions are difficult. Lack of uniformity is apparent, and therefore sector, regional, national and global standards are not evident. In short, often measures are subjective, emotional and determined by varying and differing criteria.
Promotion and profiling of ESG is waning, as business leaders return to the established values of doing things right and doing the right things. An increasing number of involved entities are contemplating imposing ESG premiums to cover the increased costs.
That is based on accountability, transparency and integrity. Some values persist.
DEI (diversity, equity, inclusion) is being subjected to the same market forces. Consumer/client/public advantages, benefits and rewards are not widely recognised or appreciated.
Diversity in particular has conspicuous physical manifestations that presence can be and is immediately apparent but not necessarily influential or lasting. The face, or faces of media channels can change, but falling audience totals raises the question: At what cost, and for what benefits?
All three concepts are niche, with more time, energy and resources being applied to discussing such rather than to their applications.
CONCLUDING COMMENTS
The worth and effectiveness of brand activism. SEG and DEI at this time are not conclusive or consistent. Each and all may be commendable, but to, and in the marketplace at large they are not priorities.
Establishing preferential market positioning and differentiation, with a bias toward younger market segments and population hubs necessitates adherence to and the articulation of conspicuous core values.
Like CRM – Customer Relationship Management – they generally tap into positive market segments. Interestingly, they are deemed to be what is or should be expected, rather than definitive and substantial points of difference. A very normative assessment and statement.
Society and the marketplace are at present being subjected to significant emotional and social change. Stability and consistence have become virtues.
Therefore, be true to yourself, and be selective in your communications and presence when contemplating brand activism, ESG and DEI.
BRAND ACTIVISM
ACTION POINTS
· DON’T IGNORE. BE ALERT. REMAIN AWARE
· BE INVOLVED SELECTIVELY
· FORMULATE PURPOSE
· ENSURE CONCEPTS ALIGN WITH CORE VALUES
· DETERMINE, DEFINE, DOCUMENT GOALS
· IDENTIFY, DETAIL, ANALYSE TARGET AUDIENCES
· RECOGNISE, RESPECT UPSIDES AND DOWNSIDES
· ALLOCATE APPROPRIATE FINANCES, TIME, RESOURCES
· INFORM, INVOLVE, INSPIRE INTERNAL AND EXTERNAL COLABORATORS
· MONITOR, MEASURE, MANAGE PROCESSES AND OUTCOMES
· PREPARE POSSIBLE EXIT STRATEGIES
Barry Urquhart
Consumer Behaviourist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au