Abstract
Over the last decade, companies have increasingly participated in brand activism, taking a stance on a divisive sociopolitical issue. Although research has examined brand activism’s effect on general stakeholder groups, little is known about how brand activism is perceived by those represented in activism messages. This phenomenological study uses depth interviews to explore the lived experiences of consumers advocated for in brand activism. Integrating social identity, consumer vulnerability, and target marketing literatures, the study explores how consumers represented in brand activism experience and evaluate brand activism messages. Synthesizing the data from 23 interviews with LGBTQ (Lesbian, Gay, Bisexual, Transgender, and Queer) and BIPOC (Black, Indigenous, and People of Color) consumers, the analysis identifies 25 themes shaping the brand activism experience, including six themes related to social identity. The study reveals that advocative brand activism triggers various cognitive processes resulting in both positive and negative behavioral, affective, and cognitive consumer outcomes. Finally, the brand activism evaluation framework is proposed to explain consumers’ process of brand activism evaluation. Together, these findings can help marketing professionals and business leaders better understand the impacts of brand activism on the communities they desire to support and how they can more effectively use brand activism to improve relationships and society.