Avoiding the Pitfalls of Performative Advocacy
The easiest way for brands to avoid Performative Advocacy is to stay informed.
Brand Advocacy is a major aspect of advertising, which is growing increasingly important as consumers become more aware of issues such as social inequality and climate change. Brands are being scrutinized more than ever for lack of tact and compassion when attempting to advocate for a cause. According to Stagwell research, 60% of Americans agree that when a company speaks out on social issues, it must be supported by ‘living their internal company values’. Social media has expedited word of mouth and exposure, increasing pressure on companies to respond quickly when they are under scrutiny.
In this report, Assembly's Political Strategy Team will share the best ways to prevent the pitfalls of performative advocacy. There is a fine line between genuine support for the global good and misinformed or insincere backing of a cause solely for the reputation of the brand. If a campaign is well-informed on the issue and the cause it is advocating for, the chance of coming off as self-serving is greatly diminished.
Download the full report here.