Exploring Brand Activism and Advocacy with Dr. Elaine Young

The Corporate Purpose Podcast

16-05-2022 • 28分

In episode 24, Dr. Elaine Young, professor of digital marketing at Champlain College in Burlington, Vermont, joins the podcast to explore brand activism and brand advocacy. Together, we discuss:

  • What is brand activism?
  • What is the difference between brand activism and brand advocacy?
  • What happens when a brand chooses to remain neutral?
  • Can a brand afford to be neutral?
  • Why no stance is a stance?
  • How do brands decide where  and when to show up?
  • How can brands navigate this space when we know that advocacy and purpose may vary depending on the audience or person?
  • What happens when brands are pushed to show up for an issue?

Here are links to two of the books Elaine mentioned in the podcast:

Brand Activism: from Purpose to Action, by Christian Sarkar and Philip Kotler

Good is the New Cool: Market Like You Give a Damn, by Afdhel Aziz and Bobby Jones

You can also find Elaine Young at Champlain College or on LinkedIn.

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