This thesis explores the emerging trend of brand activism, which is the act of brands taking stances on controversial issues. As a relatively new phenomenon that has gained traction in the last few years, brands are speaking out on social issues and often in ways that gain attention. Through interviewing 10 professionals in the marketing, advertising and public relations fields, the drivers, consequences, trends, successes and the future of brand activism are analyzed and discussed.

A big thank you to Eunkyu Lee, my thesis advisor, and Dr. Regina Luttrell, my thesis reader, who both guided me through this process. Thank you to my research participants for their thoughtful insights. Thank you to my friends and family for supporting me.

Links to Project Materials:

Professional Projects 2020, Whitman School of Management 2020, 2020