Gartner Research

Best Practices for Navigating Brand Activism in a Polarized Era

Published: 10 June 2019

ID: G00388772

Analyst(s): Lindsey Roeschke


There is increasing pressure for brands to participate in polarized sociopolitical conversation, but most lack a strategic approach to do so. Marketing leaders can maximize potential rewards and mitigate risks by deepening their understanding of their consumers’ values and perceptions.

Table Of Contents


  • Key Challenges
  • Recommendations



  • Consumers’ Sociopolitical Affiliations Influence Their Response to Activist Brands
    • Recommendation
  • Consumers’ Acceptance of Brands’ Activism Depends on the Issue
    • Recommendation
  • Consumers Prefer Brands to Engage on Issues Aligned to Their Brand Values
    • Recommendation

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