branded activism

A situation where trust levels in traditional institutions like governments and media are declining, while trust in businesses is increasing.

A business strategy where brands prioritize aligning their actions with societal values and purposes, aiming to positively impact cultural issues.

The study of how brands use culture to build connections with consumers.

The idea that in a world of constant change and uncertainty, brands need to adopt flexible approaches that are responsive to evolving societal trends.

A situation where brands are becoming increasingly important in shaping cultural values and societal conversations.

The potential benefits of brand activism, including increased trust and sales, but also the risks associated with reputational damage or consumer backlash if not executed authentically.

The idea that consumers are increasingly expecting brands to take action on social and environmental issues, and will reward those who do.

The high likelihood that trusted brands will be chosen by consumers, with studies showing trusted brands are seven times more likely to be purchased.

A practice where brands appear to support social causes superficially, but their actions don't align with their words, often seen as a marketing tactic.

The negative consumer reaction to inauthentic brand activism, often fueled by social media and online communities.

A method of studying online communities and online behavior to understand cultural trends, brand perception, and consumer behavior.

The conflicting expectations consumers have of brands, wanting them to be both commercially successful and socially responsible, leading to potential tension and criticism when brand activism falls short.

A future characterized by extending current trends and emerging issues, offering a glimpse of postnormal uncertainty.

A future shaped by familiar images and narratives, often driven by data, advertising, and popular media.

A future full of possibilities, where infinite alternatives exist, and some ideas remain unexplored.

The use of digital technology in a way that fosters connection, justice, and democratic participation.

A dialogue between brands and consumer movements happening on social media, where brands act as both market players and cultural influencers.

A current cultural moment characterized by conversations about social justice and inclusivity.

A feature of Freeda Media where celebrities share personal experiences on topics like body image, LGBTQI+ rights, and workplace equality.

Freeda Media's platform for open discussions and advice on topics like women's sexual health, birth control, and abortion.

Longer documentary videos produced by Freeda Media that explore diversity and inclusion in greater detail.

Freeda Media's approach to engaging the public by instantly responding to trending news and topics related to feminism and inclusivity.

A video format used by Freeda Media to create awareness and understanding of important social issues by defining key terms.

A video format used by Freeda Media to create a more culturally sensitive vocabulary related to gender identity, sexual health, and consent.

A short documentary that follows the life of a gay, disabled young writer, showcasing their everyday experiences.

Freeda Media's use of social media platforms to facilitate discussions and engagement on important societal topics.

This occurs when a brand takes on a social issue and makes it central to its brand identity, transforming the issue into a brand itself.

A company's actions show commitment to values and issues that resonate with its target audience, fostering trust and loyalty. It's more than just words; it's about real action.

A brand's ability to influence consumer behavior and cultural trends through its values and actions, making it a leading force in shaping societal norms.

Consumers are drawn to brands that embody their values and ideals, becoming more likely to trust and engage with them.

Risks include backlash from consumers who feel the brand is being inauthentic or opportunist, leading to damage to the brand’s reputation and potential decline in sales.

Brands have an increasing role in shaping cultural conversations, encouraging consumers to adopt a lifestyle that aligns with their values and identity.

A group of consumers who actively oppose a brand's actions or messaging. Often formed around shared concerns about the brand's ethical or social impact.

An online community focusing on a specific brand or product. But their motivation is to critique and criticize the brand, often pointing out hypocrisy or perceived insincerity.

The integration of data collected from various sources to develop a comprehensive understanding of a specific topic, such as consumer attitudes towards a brand.

A long-standing cultural environment characterized by the dominance of masculine values, often leading to societal inequalities. This has particularly strong roots in Italy.

The act of analyzing and interpreting online content, such as social media posts, forums, and blogs, to understand the online culture and behaviors of consumers.