**Commodity Activism **is the practice in branding that merges consumer behavior with political or social goals. The practice challenges the notion that politics stands in opposition to consumerism, and chase after the idea that @Belief-Driven Buyers act politically through purchases.[1] Commonly brandable, low-risk political topics include female empowerment, fighting childhood diseases, and helping those in need after natural disasters.[2] However, controversial topics like race are difficult to execute and can generate wide-spread backlash. Pepsi's 2017 Ad with Kendall Jenner received so much negative press that the brand had to halt the campaign and apologize publicly. [3] On the other hand, @Nike's 'Dream Crazy'campaign with Colin Kaepernick, while generating boycott after its immediate publication, helped the company generate $6 billion in revenue in the month after its publication.[4]
References
- Commodity Activism: Cultural Resistance in Neoliberal Times, nyupress.org
- Nike, Colin Kaepernick, and the history of "commodity activism", vox.com
- Pepsi Pulls Ad Accused of Trivializing Black Lives Matter. nytimes.com
- Nike's Colin Kaepernick Ad Sparked A Boycott—and earned $6 billion for Nike, vox.com