Marketing and Activism: A Powerful Intersection
When we think of marketing, we think of selling—promoting products or services with a mix of strategy, market research, and persuasive messaging. But marketing can be more than that. In the hands of purpose-driven brands and the right marketing strategy, it becomes a powerful platform for educating, inspiring, and creating real social and environmental change. Enter “activism marketing”.
What is Activism Marketing?
Activism marketing is about using traditional marketing methods – advertising, social media, PR, and more – to promote products or services in a way that directly addresses social or environmental issues. This approach combines two critical goals: raising awareness about pressing issues, such as climate change, plastic pollution, modern-day slavery etc. and offering solutions in the form of responsible products or services. Activism marketing shows audiences that there are better alternatives to the toxic, overproduced mainstream options.
What activism marketing is not is disruptive protests, vandalism, or sit-ins – all useful forms of traditional activism in the right place. Instead, activism marketing is an approach that seeks to educate and engage, using positive messaging to influence consumer behavior. It’s still marketing in the sense that it promotes a product or service, but it does so by shining a light on why these alternatives exist and why they matter.
Examples of Activism Marketing in Action
VFC (Vegan Fried Chicken): This brand doesn’t just promote plant-based chicken; it raises awareness of the harsh realities of animal agriculture. VFC uses bold messaging to highlight its mission of animal welfare and environmental impact. Through campaigns like “Chuckwit of the Week,” VFC educates consumers on how their food choices impact the planet and the welfare of animals.
WelfareWashing.org: Rather than selling a product, WelfareWashing.org “sells” awareness. Through strategic traditional advertising, like purchasing ad space in the London Underground, it exposes the harsh realities behind animal welfare certifications, effectively educating the public on an issue that impacts animal lives.
Vegan Street: Vegan Street’s marketing isn’t about selling a service directly, it’s about sharing values. By promoting awareness of issues like animal welfare and environmental protection, Vegan Street attracts like-minded clients who seek marketing services aligned with their ethics and values.
Keert: (Full disclosure: I work with Keert.) Keert, a logistics company, uses ultra-low emission cargo bikes to deliver goods on the Isle of Wight. Through targeted campaigns, Keert educates customers on the benefits of e-cargo bikes, highlighting the environmental damage caused by fossil-fuel vehicles and showing how their service provides a cleaner, greener alternative.
Why Activism Marketing Matters
Activism marketing is a powerful alternative to conventional strategies that prioritise profit over purpose. It’s about using marketing as a force for good, advocating for brands that aim to make the world better. If you’re looking to promote a product or service that challenges harmful norms, activism marketing may be the right approach. Together, we can educate, inspire, and create real change through every campaign.