1. Reducing the Risks of Corporate Activism.
- Subjects
ACTIVISM ,SOCIAL responsibility of business ,CORPORATE culture ,CONSUMER attitudes ,POLARIZATION (Social sciences) ,MISSION statements ,ORGANIZATIONAL ideology - Abstract
Corporate activism carries inherent risks, but companies can reduce potential fallout by carefully evaluating their stance on social issues. Research by Kim Whitler and Thomas Barta advises brands to focus on two key factors: consumer agreement (how unifying or polarizing an issue is) and positional alignment (how well a stance fits with the company's mission and values). By analyzing data such as surveys and social media responses, companies can better estimate the risks associated with taking a position. Brands should ensure that their stance reflects a broader company consensus rather than personal beliefs of leadership, and prioritize causes that align with their long-term mission. Teaming up with other organizations or focusing on internal policies, as some companies did after the Roe v. Wade decision, can further mitigate risk while upholding values. INSET: "The Campaign Was Too Important to Come Just from Us".
- Published
- 2024