Consumers’ actions and decisions today are certainly determined by many psychological, sociological, and cultural elements. This is the reason why companies are more and more concerned about these issues and are trying to take actions by actively being involved in social movements.
Well-developed brand activism, because it agrees with the main values or vision of the brand, can increase your recognition and market share among your audience and supporting the causes that matter to your customers can inspire brand loyalty and engagement.
But consumers are nowadays very demanding and look deep into the policies of companies which arises the question: is it always a true concern or is it just a marketing strategy? As a result, concepts such as greenwashing or pinkwashing have arisen.
Greenwashing is the process of…
