Purpose: Brand activism (BA) is gaining significant attention in society and in companies. While earlier research mostly focused on the impact on BA consumers, such as the effects on consumers’ behavioral intentions, perceptions of authenticity and their responses to BA, less research has been done from an organizational perspective. Particularly, there is limited research on how companies approach taking a public stance on social issues through BA. To address this gap, this study examines how companies in the Netherlands approach taking a public stance through BA, focusing on diversity and inclusion (D&I).
Methods: This research conducted two qualitative methods: a content analysis of publicly available materials from 15 Dutch companies and 11 interviews with four company representatives and six D&I-experts.
Results: Companies often strategically implement D&I initiatives to align with their mission, vision, and values. These include internal initiatives and external initiatives. Creating awareness and facilitating an open dialogue on D&I within companies are essential for achieving perceived authenticity. The key drivers were influenced by ethical values and perceived business benefits as well as political pressures, societal trends and compliance with EU regulation and legislation. Conversely, companies face barriers such as internal resistance, fear of consequences, financial constraints, and risking backlash when taking a public stance. Participants expect that companies will shift the term “D&I” to broader and less polarizing concepts.
Conclusion: The findings show that taking a public stance on social issues through BA involves more than just making this stance. It calls for strategic implementation, alignment, and authenticity to navigate the barriers and risks. This research contributes to the literature of BA and provides insights for companies engaging with D&I to manage their public stance in meaningful ways to society.