Digital Marketing: The Trendiness of Brand Support for Social Causes 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.

Q. Identify one brand in Pakistan, that has supported a sociopolitical cause within the past five years and that has also benefited from that initiative. Research the sociopolitical cause and discuss how the brand communicated its position to customers. In particular, how did the company use the digital environment and digital media, including social media platforms, to support and communicate the initiative? How has the support evolved over time? (AACSB: Written and Oral Communication; Reflective Thinking)

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