Brands are no longer content with just selling products. The brands on the top of the must-have lists of consumers– especially younger consumers, all have a compelling story that connects with their audiences. And for many brands, that story has changing the world for the better as the main character. Or at least as the trusted sidekick who lives long enough to make it to the end of the movie.
Younger consumers– Millennials, Gen Z, and older Gen Alphas, are increasingly seeking out brands whose messaging, worldview, and business practices align with their values. This demographic values authenticity and social responsibility and is quick to call out brands that run afoul of their idea of how the world should look.
Brands are well-advised to make an effort to connect with young consumers– according to a report from Bloomberg last year, Gen Z commands about $360B in disposable income, and that number is expected to grow in the coming years. Another study, this time by Deloitte, found that 50% of Gen Z consumers are already consciously reducing how much they buy, and 45% have stopped purchasing products from brands because of sustainability or ethical concerns.
While older customers, especially Boomers, hang their hats on legacy brands they have trusted over the decades, younger generations expect the companies to be true global citizens, with an eye trained on how they can make a positive change in the world. Here’s a look at 6 brands that have been successful in aligning themselves with social and cultural change in ways that have resonated strongly with younger consumers.
Nike
Nike’s approach to brand activism has been exemplified through its iconic “Just Do It” campaign, which transcended sports to become a rallying cry for anyone striving to push boundaries and effect change. More recently, Nike has made waves with the support of athletes like Colin Kaepernick and Serena Williams, who use their platforms to advocate for social justice causes.
With the Kaepernick campaign in 2028, Nike featured the former NFL star in an ad with the slogan “Believe in something, Even if it means sacrificing everything.” This bold move ignited conversations about racial injustice and police brutality, connecting the brand with younger consumers who prioritize social activism, even though it drew the ire of more conservative consumers who weren’t as eager to see the worlds of sports and society collide. After the launch of the campaign, Nike saw a 10% jump in revenue.
Additionally, Nike’s commitment to sustainability, evident in its initiatives like the “Move to Zero” campaign, aimed at reducing carbon emissions, landing them on the radar of environmentally conscious consumers. Nike aligned itself with individuals and movements that challenges the status quo and solidified its reputation as a brand that stands for more than just athletic performance.
Patagonia
Patagonia has long been synonymous with environmental activism, using its platform to advocate for conservation and sustainability. Through initiatives like “Worn Wear” which encourages customers to repair and reuse their clothing, Patagonia demonstrates its commitment to reducing waste and minimizing its environmental footprint.
One standout example is their “Don’t Buy This Jacket” campaign in 2011, which urged consumers to reconsider their consumption habits and embrace sustainability. Patagonia also regularly donates a significant portion of its profits to grassroots environmental organizations and maintains a transparent supply chain in its efforts to minimize its ecological footprint.
Patagonia can show its audience that it prioritizes planet over profit, earning the loyalty of eco-conscious consumers who are eager to support brands that share their values.
Ben & Jerry’s
From its inception, Ben & Jerry’s has been more than just an ice cream company– it’s a vehicle for social change. Whether it’s renaming flavors in support of marriage equality or launching campaigns to raise awareness about systemic racism, Ben & Jerry’s isn’t afraid to take a stand on contentious issues and draw the ire that usually comes with it.
In 2009, the brand renamed their iconic “Chubby Hubby” flavor to “Hubby Hubby” in support of same-sex marriage legislation passed that year. Ben & Jerry’s has launched other campaigns, such as “Justice ReMix’d”, which addresses systemic racism in the criminal justice system, and “Save Our Swirled” aimed at combatting climate change.
Ben & Jerry’s uses its brand to amplify marginalized voices and advocate for progressive causes, and in the process, they have cultivated a devoted fan base among socially conscious consumers. The brand also continues to enjoy a high profile across generations, with especially strong buzz among Millennials and Gen Z consumers.
Dove
Dove’s “Real Beauty” campaign,launched in 2004, has been instrumental in challenging traditional beauty standards and promoting body positivity. Dove sparked important conversations about self-esteem and inclusivity by featuring women of all shapes, sizes, and ethnicities in its advertising messaging. It was a groundbreaking campaign in an industry that often preys upon the insecurities of women and young girls.
Dove’s ongoing efforts to promote self-esteem and positive body image through initiatives like the Dove Self-Esteem Project, which provides educational resources and workshops for young people demonstrates their dedication to making a meanniful impact beyond the beauty industry.
This inclusive approach has resonated strongly with younger consumers who are seeking brands that celebrate diversity in a way that is authentic and relatable to a wide range of women.
Lush
Lush is another brand that has made a name for itself through its commitment to ethical sourcing, sustainability, and activism. Yes, hilarious videos are circulating online that mock the company’s more hands-on approach to selling its handmade scrubs, hand creams, and cosmetics, but the company is known for taking a stand on issues ranging from animal testing to LGTBQ+ rights.
The brand’s “Fight Animal Testing” campaign, actively opposes the use of animals in cosmetic testing and funds organizations dedicated to ending animal cruelty. This resonates deeply with younger generations who prioritize cruelty-free products and ethical practices. Additionally, Lush’s transparent sourcing of natural ingredients and minimal packaging initiatives, such as their “Naked” range of packaging-free products align with the values of eco-minded consumers.
Lush has leveraged its brand to advocate for causes that matter to its customers and has created a genuine community with a shared purpose among its fan base.
Adidas
Adidas has embraced brand activism through initiatives like its partnership with Parley for the Oceans, an organization that transforms ocean plastic waste into high-performance footwear and apparel. By tackling environmental issues head-on and incorporating sustainability into its products, Adidas has positioned itself as a leader in eco-friendly fashion.
Adidas has also been vocal in supporting social justice causes, such as their partnership with organizations like Beyond the Streets and RefuSHE to empower marginalized communities and refugees through sports and education. They have also taken up the mantle of diversity and inclusion, as evident in campaigns like “Change is a Team Sport”, which celebrates individuality and unity through sport.
Athleisure and sports-inspired streetwear remain incredibly popular with young consumers and Adidas’ approach resonates with consumers who are passionate about protecting the planet and are loyal to brands that prioritize sustainability in their production and sourcing processes.
In the age of brands being called out, or even canceled for making a wrong move, it’s clear that consumers are increasingly seeking out brands that share their values and make purpose a main character in their narratives. These are just a few examples of brands that have harnessed the power of activism to connect with younger audiences who have proven to be more discerning with their loyalty than older consumers.
By aligning themselves with social and cultural movements, these brands are not only driving positive change and increasing awareness of some of today’s most pressing issues, but they are also forging meaningful relationships with their audience.
