When businesses take a stand on issues that matter, they do more than make a statement—they create a movement. At Truckel Creative, I believe that aligning your brand with a purpose beyond profit is not just good for the world but also good for business. Lush campaign for many issues they care about such as “Refugee’s Welcome”, “Ban Conversion Therapy” and “ESC Big Tech”. For this post however, I am specifically looking at the powerful example of Lush and their commitment to ending animal testing.
In their own words Lush “can’t keep quiet about the things we care about. Sometimes it is anger at how animals are treated, or sadness about the treatment of fellow humans and panic over the progress of climate change and our fragile planet.”
Lush’s Bold Stance
From the very beginning, Lush has championed cruelty-free practices, making it a cornerstone of their brand identity. Their “Fighting Animal Testing” campaign extends beyond simply ensuring their ingredients and products are cruelty-free; it’s a full-scale movement to eliminate animal testing globally. They’ve collaborated with activists and advocacy groups, run in-store events, staged performance art and used their platform to educate consumers about the issue.
Why This Works
1. Purpose-Driven Loyalty: Lush’s commitment to cruelty-free products resonates deeply with ethically minded consumers. By aligning their values with those of their audience, they’ve built a loyal customer base that actively supports their mission.
2. Brand Differentiation: In a crowded cosmetics market, Lush’s activism sets them apart. Their stand against animal testing creates a unique selling point that goes beyond product quality. There have been many “copy cats” of Lush’s products & scents but none of these have the same ethical stance behind them making sure Lush are still unique and different from the others.
3. Emotional Connection: By advocating for a cause that sparks emotion, Lush creates a deeper bond with customers. This emotional connection translates into stronger brand affinity and repeat purchases. It also builds a community of like minded people who feel safe and at home in their stores.
4. Free Publicity: Lush’s campaigns often make headlines, generating organic media coverage and extending their reach without additional advertising spend. Their collaboration with activists and performance artists often get them local and national news coverage raising awareness of the campaign but also raising Lush’s profile.
Activism Marketing Drives Revenue
Far from alienating customers, Lush’s activism has become a driver of their success. Consumers today are looking to spend their money with brands that share their values. Lush’s commitment to cruelty-free practices turns first-time buyers into lifelong advocates.
Furthermore, the PwC’s 2024 Voice of the Consumer Survey found that 46% of consumers are now choosing more sustainable products to reduce their environmental impact
Lush’s business results speak volumes: they’ve grown from a single UK store to a global presence, proving that activism can be a sustainable growth strategy.
What Can Your Business Learn?
At Truckel Creative, I work with businesses to identify the causes that align with their values and their audience. By embedding purpose into your brand, you too can:
- Attract and retain loyal customers who believe in your mission
- Stand out in your industry with a message that matters
- Amplify your impact by building partnerships and generating organic buzz
If you want to explore more of how activism marketing could work for your brand, get in touch and let’s create a movement that drives change and business growth.
