The marketing environment is characterized by a dizzying array of social media and digital communications channels. How should companies think strategically about fully utilizing the capabilities of the digital environment in their CSA campaigns?

Brand support for sociopolitical causes often seems trendy, leading critics to accuse brands of trying to cash in on causes. Research shows, however, that when firms express their values by supporting or opposing sociopolitical issues, their stock prices and sales decline. Research published by Bhagwat and colleagues in the Journal of Marketing analyzed 293 events initiated by 149 firms across 39 industries and found that, on average, corporate social activism (CSA) elicits an adverse reaction from investors. Regardless of adverse reaction from investors, many brands continue to support sociopolitical causes. How companies design, support, and communicate CSA initiatives can be impactful.