_:ncb86e4bbb87243a1b662a7d319a83d74xb0
<http://schema.org/description>
"&lt;div id=&quot;vc_row-633af9ea92527&quot; class=&quot;vc_row wpb_row vc_row-fluid vc_custom_1538509915096 thegem-custom-633af9ea924be417 vc_row-has-fill&quot;&gt;&lt;div class=&quot;wpb_column vc_column_container vc_col-sm-8 thegem-custom-633af9ea9d554310 vc_col-has-fill&quot;&gt;&lt;div class=&quot;vc_column-inner thegem-custom-inner-633af9ea9d556 vc_custom_1538509948023&quot;&gt;&lt;div class=&quot;wpb_wrapper thegem-custom-633af9ea9d554310&quot;&gt;&lt;h4 style=&quot;line-height: 1;text-align: left&quot; class=&quot;vc_custom_heading&quot; &gt;&lt;span class=&quot;dashicons &quot; data-icon=&quot;&quot; style=&quot;display:inline;vertical-align:baseline;&quot;&gt;&lt;/span&gt;Brand Activism&lt;/h4&gt;rntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9e5bc9887&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;5 minutes read&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9e5bc9887{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9e5bc9887{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9e5bc9887{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9e5bc9887{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9ea059373&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Brand activism (also known as CEO activism) is about brands standing up and speaking out on current issues.&lt;/span&gt;&lt;/p&gt;n&lt;p&gt;The benefits of brand activism are lengthly cover in the book '&lt;strong&gt;&lt;a href=&quot;http://growthmarketing.buzz/&quot;&gt;Growth Marketing&lt;/a&gt;&lt;/strong&gt;'.&lt;/p&gt;n&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt; In 2017 and 2018 some CEOs started to speak out publicly, taking a stand on controversial issues. For example, CEOs have recently spoken up about social, political, and environmental issues such as climate change, income fairness, discrimination, immigration, and gun-control, to name a few. The outcome was:&lt;/span&gt;&lt;/p&gt;n&lt;ul class=&quot;ul1&quot;&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Other companies are now dedicating more time to CEO activism (Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Communication and marketing executives are favouring the idea of their own CEOs speaking out on issues as CEO activism is starting to being seen in a good light by consumersu00a0(Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;CEO activism can have a positive and long-term impact on corporate reputationu00a0(Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;/ul&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9ea059373{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9ea059373{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9ea059373{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9ea059373{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9eb3a7205&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;h6&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;GAME-CHANGER&lt;/span&gt;&lt;/h6&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9eb3a7205{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9eb3a7205{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9eb3a7205{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9eb3a7205{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9ec233090&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Leslie Gaines-Ross, Weber Shandwicku2019s Chief Reputation Strategist, says that the new reportu2019s findings reflect the new reality that everything a company does, from its formal advertising to its CEO statements, are now brand communications and tie back into brand image. u201cItu2019s been a game-changer for companies in terms of realising that employees, customers, and communities are expecting CEOs to speak up for their company values,u201d says Gaines-Ross. u201cAnd this is where communications and marketing people get pulled in to the discussion.u201d (&lt;span class=&quot;s2&quot;&gt;Beer, 2019) .&lt;/span&gt;&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9ec233090{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9ec233090{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9ec233090{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9ec233090{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9ee035035&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;blockquote class=&quot;instagram-media&quot; style=&quot;background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);&quot; data-instgrm-permalink=&quot;https://www.instagram.com/p/By3UO_wlaVi/&quot; data-instgrm-version=&quot;12&quot;&gt;n&lt;div style=&quot;padding: 16px;&quot;&gt;n&lt;p&gt;&amp;nbsp;&lt;/p&gt;n&lt;div style=&quot;display: flex; flex-direction: row; align-items: center;&quot;&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;display: flex; flex-direction: column; flex-grow: 1; justify-content: center;&quot;&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;&quot;&gt;&lt;/div&gt;n&lt;/div&gt;n&lt;/div&gt;n&lt;div style=&quot;padding: 19% 0;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;display: block; height: 50px; margin: 0 auto 12px; width: 50px;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;padding-top: 8px;&quot;&gt;n&lt;div style=&quot;color: #3897f0; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: 550; line-height: 18px;&quot;&gt;View this post on Instagram&lt;/div&gt;n&lt;/div&gt;n&lt;div style=&quot;padding: 12.5% 0;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;&quot;&gt;n&lt;div&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;background-color: #f4f4f4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);&quot;&gt;&lt;/div&gt;n&lt;/div&gt;n&lt;div style=&quot;margin-left: 8px;&quot;&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg);&quot;&gt;&lt;/div&gt;n&lt;/div&gt;n&lt;div style=&quot;margin-left: auto;&quot;&gt;n&lt;div style=&quot;width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;background-color: #f4f4f4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);&quot;&gt;&lt;/div&gt;n&lt;/div&gt;n&lt;/div&gt;n&lt;div style=&quot;display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;&quot;&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;&quot;&gt;&lt;/div&gt;n&lt;div style=&quot;background-color: #f4f4f4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;&quot;&gt;&lt;/div&gt;n&lt;/div&gt;n&lt;p&gt;&amp;nbsp;&lt;/p&gt;n&lt;p style=&quot;color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;&quot;&gt;&lt;a style=&quot;color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;&quot; href=&quot;https://www.instagram.com/p/By3UO_wlaVi/&quot; target=&quot;_blank&quot; rel=&quot;noopener&quot;&gt;A post shared by Consol Efomi (@consolefomi)&lt;/a&gt; on &lt;time style=&quot;font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;&quot; datetime=&quot;2019-06-18T20:20:59+00:00&quot;&gt;Jun 18, 2019 at 1:20pm PDT&lt;/time&gt;&lt;/p&gt;n&lt;/div&gt;n&lt;/blockquote&gt;n&lt;p&gt;&lt;script async src=&quot;//www.instagram.com/embed.js&quot;&gt;&lt;/script&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9ee035035{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9ee035035{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9ee035035{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9ee035035{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9eff63472&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;In January 2019, Marc Pritchard, the P&amp;amp;G Chief Marketing Officer explained the swift and loud reaction to Gilletteu2019s latest advert u201cWe Believe: The Best Men Can Beu201d. The Gillette advert is articulated around bullying and harassment. It shows behaviours men should not display, before demonstrating behaviours men, in the adu2019s opinion, should have. The video challenges men to do more, to say the right thing, to act the right way, to stand up to bullies and in doing so, to get closer to their bestu2026 &lt;/span&gt;&lt;/p&gt;n&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Marc Pritchard, the P&amp;amp;G Chief Marketing Officer, acknowledges that speaking out on current issues is a risk: u201cWe expected not everyone to respond positively, but thatu2019s what being a leader is all about. It was time.u201d(&lt;span class=&quot;s2&quot;&gt;Beer, 2019)&lt;/span&gt;. Gilletteu2019s latest advert u201cWe Believe: The Best Men Can Beu201d did spread like wildfire on social media and it had a huge amount of very passionate mixed reactions. Despite the fact that these reactions (mainly in the form of UGC) were mixed, the brand benefited from a lot of visibility butu00a0&lt;/span&gt;&lt;span class=&quot;s1&quot;&gt;more importantly, it gained the hearts of consumers who think the same way on these particular issues.&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9eff63472{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9eff63472{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9eff63472{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9eff63472{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f1286323&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;h6&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;BRANDSu00a0 EXPECTED TO TAKE A STAND&lt;/span&gt;&lt;/h6&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f1286323{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f1286323{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f1286323{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f1286323{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f2171826&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Marc Pritchard said that consumers now expect brands to take stands and have points of view. Eight out of ten consumers say they prefer brands that take a stand. Taking a stand on current issues is actually a risk as not everyone is going to agree or respond positively, but that's what being a CEO and leader is all about. You (and the brand you stand for) are not necessarily going to be popular with everyone, but by speaking out you are likely to rally a strong group of supporters (passionate consumers) who agree with what you are now clearly and vocally standing for (&lt;span class=&quot;s2&quot;&gt;Beer, 2019)&lt;/span&gt;.&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f2171826{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f2171826{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f2171826{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f2171826{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f30b6880&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;h6&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;CONTROVERSIAL NIKE AD CAMPAIGN&lt;/span&gt;&lt;/h6&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f30b6880{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f30b6880{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f30b6880{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f30b6880{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f3f1103&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Another example of brand activism is the controversial Nike advertising campaign that used Colin Kaepernick as the face of the brand. In the advert, Colin says u201c&lt;/span&gt;&lt;span class=&quot;s2&quot;&gt;Believe in something, even if it means sacrificing everythingu201d.&lt;/span&gt;&lt;/p&gt;n&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Colin Rand Kaepernick is an American activist and American football quarterback who last played for the San Francisco 49ers in the National Football League in 2016. In 2016, the football star refused to stand for the US national anthem, by taking a knee, in protest of police brutality and racism.&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f3f1103{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f3f1103{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f3f1103{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f3f1103{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f4f06161&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;When Nike announced the advertising campaign featuring the former San Francisco 49ers quarterback, UGC pictures emerged on social media of people burning their Nike products in protest. On Twitter, some were using the&lt;span class=&quot;Apple-converted-space&quot;&gt;u00a0 &lt;/span&gt;UGC hashtags #BoycottNike and #JustBurnIt -&lt;span class=&quot;Apple-converted-space&quot;&gt;u00a0 &lt;/span&gt;play on Nike's slogan &quot;Just Do It&quot;. There was even a call to boycott the brand from U.S. President, Donald Trump. President Trumpu2019s comments and his call to boycott actually led to more stars to take a knee in sport and beyond; including the tennisu00a0&lt;/span&gt;&lt;span class=&quot;s1&quot;&gt;star Serena Williams, the basketball's LeBron James and the singer Stevie Wonder.&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f4f06161{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f4f06161{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f4f06161{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f4f06161{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f5fa599&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;There were speculations that the advertising campaign would lead to a drop in sales but this proved unfounded. In fact, online sales grew by an enormous 31% in the bank holiday weekend after the advert launched, according to researcher Edison Trends. This is what Nike had to say about the advert through its vice president of branding for North America: u201cWe believe that Colin is one of the most inspirational athletes of this generation who has leveraged the power of sport to move the world forward.&quot; (&lt;span class=&quot;s2&quot;&gt;BBC News, 2018).&lt;/span&gt;&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f5fa599{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f5fa599{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f5fa599{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f5fa599{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f6e19406&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;h6&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;BENEFITS OF BRAND ACTIVISM&lt;/span&gt;&lt;/h6&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f6e19406{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f6e19406{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f6e19406{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f6e19406{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f7be6325&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;CEO or brand activism is quickly becoming the new norm, earning competitive reputational advantage&lt;span class=&quot;s2&quot;&gt;(Weber Shandwick, 2019)&lt;/span&gt;. A 2018 survey from Weber Shandwick on the companyu2019s newest CEO activism study focussing on marketing and communications executives in the U.S., UK, and China shows that:&lt;/span&gt;&lt;/p&gt;n&lt;ul class=&quot;ul1&quot;&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;53 percent of communications and marketing executives report their companies spend time discussing whether their CEO should speak out(Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;More than 59 percent report an increase in time spent discussing it, compared to years past(Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Nearly 50 percent of communications and marketing executives report their CEO is prepared to speak out on issues (Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Of those whose CEO has spoken out on hotly debated current issues, 67 percent report the activism had a positive impact on company reputation. Only 7 percent report that the reputational impact was negative(Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li2&quot;&gt;&lt;span class=&quot;s2&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Even communications and marketing executives whose CEO has been publicly silent see the potential positive impact on reputation: Half of those whose CEO has not spoken out on an issue, 51 percentu00a0&lt;/span&gt;&lt;/span&gt;say their companyu2019s reputation would have a moderate to big advantage if their CEO were to do sou00a0&lt;span class=&quot;s2&quot;&gt;(Weber Shandwick, 2019).&lt;/span&gt;&lt;/li&gt;n&lt;/ul&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f7be6325{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f7be6325{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f7be6325{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f7be6325{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f8fa2235&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;A 2018 survey from Weber Shandwick focusing on Communications and Marketing Executives revealed that:&lt;/span&gt;&lt;/p&gt;n&lt;ul class=&quot;ul1&quot;&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;73 percent acknowledge there is a risk to company reputation if a CEO speaks outu00a0&lt;span class=&quot;s2&quot;&gt;(Weber Shandwick, 2019).&lt;/span&gt;&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Yet, 80 percent see an advantage to company reputation if the CEO were to speak outu00a0&lt;span class=&quot;s2&quot;&gt;(Weber Shandwick, 2019).&lt;/span&gt;&lt;/span&gt;&lt;/li&gt;n&lt;/ul&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f8fa2235{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f8fa2235{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f8fa2235{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f8fa2235{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9f9fb6822&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;h6&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;BRAND ACTIVISM CAN ALIENATE SOME FANS BUT ATTRACT OTHERS&lt;/span&gt;&lt;/h6&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f9fb6822{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f9fb6822{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9f9fb6822{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9f9fb6822{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9fad83939&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;While Nike was not the first brand to take social and political positions, the question was whether other brands would follow Nikeu2019s lead and risk alienating some fans and buyers. There is already some indication that this is the case. The CEO of Levi Strauss &amp;amp; Co. said itu2019s taking a position against gun violence, which the company acknowledges is likely alienate some buyers but will attract others. Indeed, the days of high profile brands u201cplaying it safeu201d politically may be coming to a close (&lt;span class=&quot;s2&quot;&gt;Sterling, 2018).&lt;/span&gt;&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fad83939{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fad83939{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fad83939{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fad83939{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9fbc3965&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;Expectations are growing for business leaders to speak out on political and social issues. Companies must anticipate which issues affect their business and challenge their values, and be prepared to address them&lt;span class=&quot;s2&quot;&gt;(Weber Shandwick, 2019)&lt;/span&gt;. In 2018, four in ten communications and marketing executives (41 percent) say their CEO is better prepared to respond to issues compared to one year agou00a0&lt;span class=&quot;s2&quot;&gt;(Weber Shandwick, 2019).&lt;/span&gt;&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fbc3965{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fbc3965{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fbc3965{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fbc3965{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9fcaa3909&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;h6&gt;&lt;span style=&quot;font-weight: 400;&quot;&gt;BE AUTHENTIC IN YOUR ACTIVISM&lt;/span&gt;&lt;/h6&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fcaa3909{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fcaa3909{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fcaa3909{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fcaa3909{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9fd871594&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p class=&quot;p1&quot;&gt;&lt;span class=&quot;s1&quot;&gt;However, brand integrity (authenticity) is really important here because companies can run into trouble if advertising or a CEO makes a statement around an issue, only to have the public find out the companyu2019s practices donu2019t follow those same principles. As a result, more companies are planning ahead to avoid any conflicting signals that could undermine any given statement. Leslie Gaines-Ross, Weber Shandwicku2019s Chief Reputation Strategist, says, u201cOver the past few years, companies have become very prepared and ready so that they donu2019t speak out on issues that will be au00a0&lt;/span&gt;&lt;span class=&quot;s1&quot;&gt;vulnerability for them,u201d she says. u201cIf youu2019re going to speak out about diversity, youu2019d better make sure your executive and board are diverse. There isu00a0&lt;/span&gt;&lt;span class=&quot;s1&quot;&gt;progress, but companies need to make sure they check all the right boxes before they speak out.u201d(&lt;span class=&quot;s2&quot;&gt;Beer, 2019)&lt;/span&gt;.&lt;/span&gt;&lt;/p&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fd871594{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fd871594{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fd871594{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fd871594{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrnrntrntt&lt;div class=&quot;wpb_text_column wpb_content_element  thegem-vc-text thegem-custom-633af9ea9fe995222&quot;  &gt;rnttt&lt;div class=&quot;wpb_wrapper&quot;&gt;rntttt&lt;p&gt;&lt;b&gt;REFERENCES:&lt;/b&gt;&lt;/p&gt;n&lt;ul&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Weber Shandwick (2019) CEO Activism: Inside Comms and Marketing [Online] Available: &lt;a href=&quot;https://www.webershandwick.com/news/ceo-activism-inside-comms-marketing/&quot;&gt;&lt;span class=&quot;s3&quot;&gt;https://www.webershandwick.com/news/ceo-activism-inside-comms-marketing/&lt;/span&gt;&lt;/a&gt; [Accessed: 20 January 2019].&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Beer, J. (2019) Brand purpose is the future for the majority of marketing leaders [Online] Available: &lt;a href=&quot;https://www.fastcompany.com/90298076/brand-purpose-is-the-future-for-the-majority-of-marketing-leaders?fbclid=IwAR1PmiNYEKvMFBn2Chb_2W3a_yjMJk3oLvA46ml3gRrbZsRTcEVjtGu4_W8&quot;&gt;&lt;span class=&quot;s3&quot;&gt;https://www.fastcompany.com/90298076/brand-purpose-is-the-future-for-the-majority-of-marketing-leaders?fbclid=IwAR1PmiNYEKvMFBn2Chb_2W3a_yjMJk3oLvA46ml3gRrbZsRTcEVjtGu4_W8&lt;/span&gt;&lt;/a&gt; [Accessed: 16 February 2019].&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;BBC News (2018) Nike sales defy Kaepernick ad campaign backlash [Online] Available: &lt;a href=&quot;https://www.bbc.co.uk/news/business-45472399&quot;&gt;&lt;span class=&quot;s3&quot;&gt;https://www.bbc.co.uk/news/business-45472399&lt;/span&gt;&lt;/a&gt; [Accessed: 15 November 2018].&lt;/span&gt;&lt;/li&gt;n&lt;li class=&quot;li1&quot;&gt;&lt;span class=&quot;s2&quot;&gt;Sterling, G. (2018) Report: Nikeu2019s sales jump 31% in wake of Kaepernick ad campaign. Nike success may embolden other brands to take stronger social and political positions [Online] Available: &lt;a href=&quot;https://marketingland.com/report-nikes-sales-jump-31-in-wake-of-kaepernick-ad-campaign-247856&quot;&gt;&lt;span class=&quot;s3&quot;&gt;https://marketingland.com/report-nikes-sales-jump-31-in-wake-of-kaepernick-ad-campaign-247856&lt;/span&gt;&lt;/a&gt; [Accessed: 12 February 2018]: Marketing Land.&lt;/span&gt;&lt;/li&gt;n&lt;/ul&gt;nrnttt&lt;/div&gt;rnttt&lt;style&gt;@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fe995222{display: block!important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fe995222{display: block!important;}}@media screen and (max-width: 1023px) {.thegem-vc-text.thegem-custom-633af9ea9fe995222{position: relative !important;}}@media screen and (max-width: 767px) {.thegem-vc-text.thegem-custom-633af9ea9fe995222{position: relative !important;}}&lt;/style&gt;rntt&lt;/div&gt;rntrn&lt;/div&gt;&lt;/div&gt;&lt;/div&gt;&lt;div class=&quot;wpb_column vc_column_container vc_col-sm-4 thegem-custom-633af9eaa02f73237&quot;&gt;&lt;div class=&quot;vc_column-inner thegem-custom-inner-633af9eaa02f8 &quot;&gt;&lt;div class=&quot;wpb_wrapper thegem-custom-633af9eaa02f73237&quot;&gt;&lt;div  class=&quot;wpb_widgetised_column wpb_content_element&quot;&gt;ntt&lt;div class=&quot;wpb_wrapper&quot;&gt;ntttnttt&lt;div class=&quot;widget topbar-widget-container&quot;&gt;ttt&lt;div class=&quot;textwidget&quot;&gt;&lt;p&gt;&lt;center&gt;&lt;strong&gt;WANT TO HIT TARGETS ONLINE?&lt;/strong&gt;&lt;/center&gt;&lt;center&gt;Hi, I&amp;#8217;m Consol Efomi and I see growth in everyone. My team and I look at an organisation as whole and identify crucial growth opportunities. Would you like get a book a call for a free consultation? &lt;a href=&quot;https://efomi.com/contact/&quot;&gt;&lt;strong&gt;Let&amp;#8217;s talk!&lt;/strong&gt;&lt;/a&gt;&lt;/center&gt;&lt;img class=&quot;size-full wp-image-35554 aligncenter&quot; src=&quot;https://efomi.com/wp-content/uploads/2021/05/DIGITAL-STRATEGIST-1.png&quot; alt=&quot;Consol Efomi, Digital Strategist | efomi&quot; width=&quot;500&quot; height=&quot;500&quot; srcset=&quot;https://efomi.com/wp-content/uploads/2021/05/DIGITAL-STRATEGIST-1.png 500w, https://efomi.com/wp-content/uploads/2021/05/DIGITAL-STRATEGIST-1-256x256.png 256w&quot; sizes=&quot;(max-width: 500px) 100vw, 500px&quot; /&gt;&lt;/p&gt;n&lt;p&gt;&lt;center&gt;&lt;/center&gt;&lt;center&gt;&lt;/center&gt;&lt;center&gt;&lt;/center&gt;&lt;center&gt;&lt;strong&gt;CONSOL EFOMI&lt;/strong&gt;&lt;/center&gt;&lt;center&gt;Digital Marketing Strategist (BSc, MSc)&lt;/center&gt;&lt;center&gt;Author of &amp;#8216;&lt;a href=&quot;https://growthmarketing.buzz/&quot;&gt;&lt;strong&gt;Growth Marketing&lt;/strong&gt;&lt;/a&gt;&amp;#8216;&lt;/center&gt;&lt;/p&gt;n&lt;/div&gt;ntt&lt;/div&gt;&lt;div class=&quot;widget topbar-widget-container&quot;&gt;ttt&lt;div class=&quot;textwidget&quot;&gt;&lt;p&gt;&lt;a href=&quot;https://growthmarketing.buzz/&quot;&gt;&lt;img class=&quot;alignnone size-full wp-image-35464&quot; src=&quot;https://efomi.com/wp-content/uploads/2021/04/DIGITAL-STRATEGIST.jpg&quot; alt=&quot;&quot; width=&quot;1000&quot; height=&quot;1000&quot; srcset=&quot;https://efomi.com/wp-content/uploads/2021/04/DIGITAL-STRATEGIST.jpg 1000w, https://efomi.com/wp-content/uploads/2021/04/DIGITAL-STRATEGIST-768x768.jpg 768w, https://efomi.com/wp-content/uploads/2021/04/DIGITAL-STRATEGIST-256x256.jpg 256w&quot; sizes=&quot;(max-width: 1000px) 100vw, 1000px&quot; /&gt;&lt;/a&gt;&lt;/p&gt;n&lt;/div&gt;ntt&lt;/div&gt;&lt;div class=&quot;widget topbar-widget-container&quot;&gt;ttt&lt;div class=&quot;textwidget&quot;&gt;&lt;p&gt;&lt;center&gt;&lt;strong&gt;SOME OF WHAT MY TEAM CAN DO FOR YOU&lt;/strong&gt;&lt;/center&gt;&lt;center&gt;&lt;a href=&quot;https://efomi.com/seo/&quot;&gt;&lt;strong&gt;&amp;#8211;&lt;/strong&gt; SEO&lt;/a&gt;&lt;/center&gt;&lt;center&gt;&lt;a href=&quot;https://efomi.com/digital-advertising/&quot;&gt;&lt;strong&gt;&amp;#8211;&lt;/strong&gt; Digital Advertising&lt;/a&gt;&lt;/center&gt;&lt;center&gt;&lt;a href=&quot;https://efomi.com/social-marketing/&quot;&gt;&lt;strong&gt;&amp;#8211;&lt;/strong&gt; Social Media Marketing&lt;/a&gt;&lt;/center&gt;&lt;center&gt;&lt;a href=&quot;https://efomi.com/web-development/&quot;&gt;&lt;strong&gt;&amp;#8211;&lt;/strong&gt; Web Development&lt;/a&gt;&lt;/center&gt;&lt;center&gt;&lt;a href=&quot;https://efomi.com/training-education/&quot;&gt;&amp;#8211; Training &amp;amp; Education&lt;/a&gt;&lt;/center&gt;&lt;center&gt;&lt;/center&gt;&lt;center&gt;We have many strings to our bow and they all combine to pack powerful punch. Before working with us, why not see where you stand? Take advantage of our free web assessment.&lt;/center&gt;&lt;center&gt;&lt;a href=&quot;https://efomi.com/website-assessment/&quot;&gt;&lt;strong&gt;Get Your Free Assessment&lt;/strong&gt;&lt;/a&gt;&lt;/center&gt;&lt;/p&gt;n&lt;/div&gt;ntt&lt;/div&gt;&lt;div class=&quot;widget topbar-widget-container&quot;&gt;ttt&lt;div class=&quot;textwidget&quot;&gt;&lt;p&gt;&lt;a href=&quot;https://efomi.com/marketing-analytics-tool/&quot;&gt;&lt;img class=&quot;alignnone size-full wp-image-35465&quot; src=&quot;https://efomi.com/wp-content/uploads/2021/04/Marketing-Analytics-Management-Tool.jpg&quot; alt=&quot;Marketing Analytics and Management Tool | Efomi&quot; width=&quot;1110&quot; height=&quot;1048&quot; srcset=&quot;https://efomi.com/wp-content/uploads/2021/04/Marketing-Analytics-Management-Tool.jpg 1110w, https://efomi.com/wp-content/uploads/2021/04/Marketing-Analytics-Management-Tool-768x725.jpg 768w, https://efomi.com/wp-content/uploads/2021/04/Marketing-Analytics-Management-Tool-1536x1451.jpg 1536w, https://efomi.com/wp-content/uploads/2021/04/Marketing-Analytics-Management-Tool-2048x1934.jpg 2048w&quot; sizes=&quot;(max-width: 1110px) 100vw, 1110px&quot; /&gt;&lt;/a&gt;&lt;/p&gt;n&lt;/div&gt;ntt&lt;/div&gt;ntt&lt;/div&gt;nt&lt;/div&gt;n&lt;/div&gt;&lt;/div&gt;&lt;/div&gt;&lt;/div&gt;&lt;div id=&quot;vc_row-633af9eaa20d1&quot; class=&quot;vc_row wpb_row vc_row-fluid thegem-custom-633af9eaa20bf9578&quot;&gt;&lt;div class=&quot;wpb_column vc_column_container vc_col-sm-12 thegem-custom-633af9eaa232e4404&quot;&gt;&lt;div class=&quot;vc_column-inner thegem-custom-inner-633af9eaa232f &quot;&gt;&lt;div class=&quot;wpb_wrapper thegem-custom-633af9eaa232e4404&quot;&gt;&lt;div class=&quot;vc_separator wpb_content_element vc_separator_align_center vc_sep_width_100 vc_sep_pos_align_center vc_separator_no_text vc_sep_color_grey&quot;&gt;&lt;span class=&quot;vc_sep_holder vc_sep_holder_l&quot;&gt;&lt;span  class=&quot;vc_sep_line&quot;&gt;&lt;/span&gt;&lt;/span&gt;&lt;span class=&quot;vc_sep_holder vc_sep_holder_r&quot;&gt;&lt;span  class=&quot;vc_sep_line&quot;&gt;&lt;/span&gt;&lt;/span&gt;rn&lt;/div&gt;&lt;/div&gt;&lt;/div&gt;&lt;/div&gt;&lt;/div&gt;"
<https://efomi.com/glossary/brand-activism/>