Brand activism has rapidly evolved from a novel strategy into a mainstream corporate practice, attracting growing scholarly attention across disciplines. While it takes on various forms - such as corporate activism, CEO activism, corporate sociopolitical activism, and corporate social advocacy - these expressions share a common feature: the deliberate entry of companies and top executives into the political sphere. This engagement typically involves public positioning and/or tangible actions on controversial, contested, or polarising socio-political issues. In recent years, brand activism has come to play a crucial role in shaping public discourse, influencing consumer culture, and redefining the boundaries of brand management.
Brands have positioned themselves as prominent players in sociopolitical activism, lending their voices to movements such as Black Lives Matter, Me Too, and Pride. Many have gone further, speaking out on civil rights, endorsing or criticising political candidates, and taking public stands on global conflicts. Their social media channels have become platforms for engaging with some of our time's most contentious and politically charged issues - from abortion and LGBTQIA+ rights to gun control, climate change, and racial justice. These messages are often delivered in emotive, occasionally provocative, tones designed to shape public opinion, ignite debate, and foster prosocial engagement among audiences.
Much of the literature has explored perceived authenticity in brand activism, the influence of political ideology, moral framing, and the types of activist efforts. However, while considerable attention has been paid to corporate strategies and outcomes, far less has been devoted to its social and transformative impacts. In parallel, scholars have begun to examine activism across a broader set of actors and contexts, including non-profit organisations, universities, CEOs, consumers, and influencers. The phenomenon has also been studied within B2B markets, the luxury sector, and from a global perspective, illustrating both the depth and breadth of research in this area.
Recent publications continue to reflect the academic community's sustained interest in brand activism. However, on an empirical level, new directions and emerging manifestations of the phenomenon appear to be unfolding faster than researchers can capture or critically analyse them. This substantive gap highlights a critical limitation: a growing disconnection between certain strands of literature and the evolving complexity of real-world practices, which impairs our ability to fully grasp, interpret, and anticipate the shifting dynamics and implications of brand activism today.
The rise of populism, escalating geopolitical conflicts, and increasing societal polarisation appear to have reshaped the trajectory of brand activism. Since late 2024 and into early 2025, several major U.S. corporations have withdrawn from their commitments to diversity, equity, and inclusion, as noted in recent studies. At the same time, many brands have scaled back their activist public visibility, muting their social media presence and removing sociopolitical content, while others have undergone internal restructuring, including leadership changes. Consequently, with the convergence of political, ecological, and humanitarian emergencies, the role of business in advancing social good is again under scrutiny.
In the face of this rapidly changing context, while offering valuable insights, existing literature struggles to capture the evolving dynamics of brand activism. Many studies still rely on well-established theoretical frameworks that may no longer be adequate for interpreting the complexities of the current landscape. Given these recent shifts, there is a pressing need to open new directions for research on brand activism. This moment demands not only a deeper understanding of how the phenomenon is evolving across diverse cultural, geographic, and sectoral contexts, but also providing actionable insights to support organisations navigating increasingly complex and polarised environments. Emerging technologies, growing attention to the Global South, and the rise of new social, political and cultural sensibilities may offer fresh analytical lenses through which brand activism can be critically re-examined and conceptually reimagined.
This Special Issue aims to spark a critical and practice-informed dialogue on the current state of brand activism - exploring whether, how, and why it is changing; uncovering new forces shaping its trajectory; and rethinking the role brands can and should play in contemporary society. We invite contributions that challenge and extend current thinking, including new theoretical frameworks, conceptual innovations, interpretive approaches, and robust empirical studies. Submissions may employ qualitative or quantitative methods, as long as they critically engage with present realities and contribute to a richer understanding of the phenomenon. Our goal is to build a body of knowledge that is both theoretically insightful and practically relevant - capable of keeping pace with the speed, complexity, and volatility of today's socio-political landscape.