Impact of Political Brand Activism on Consumer-Brand Relationships Across Cultural and Generational Lines

Political brand activism – the practice of companies taking public stances on socio-political issues – has become increasingly common in recent years. This study examines the impact of such activism on consumer-brand relationships, focusing on differences across cultural backgrounds and generational cohorts. A mixed-method approach was used, centered on a survey of 104 consumers from 36 countries (predominantly Gen Z and Millennials, with some Gen X and Boomers). The findings indicate that brand activism can significantly strengthen consumer-brand relationships when aligned with consumers’ values, leading to increased trust, loyalty, and advocacy. For example, about three-quarters of respondents reported becoming more loyal to brands that take a stand on issues they care about, and a similar proportion have supported a brand more upon learning of its activism efforts. Conversely, activism misaligned with consumer values can damage the relationship: 55% of consumers in a related study said they would boycott a brand that supports issues contrary to their beliefs, and in our survey around 70% have personally boycotted a brand over a political stance. Generational differences were evident, with younger consumers (Gen Z and Millennials) generally placing greater importance on brand activism – e.g. 75% of Gen Z and 80% of Millennials say it’s important for brands to take a stand – and responding more intensely (both positively and negatively) to brand stands than older consumers. Culturally, perceptions vary: about half of respondents have seen a brand campaign applauded in one country but viewed negatively in another, underscoring that reception of brand activism is mediated by local values and norms. Many respondents noted that in their culture the reaction to brand activism “depends on the issue and timing” (context), while others reported that most people either respect brands for speaking out or don’t care much, with a smaller segment viewing it negatively. Overall, this thesis concludes that political brand activism has a meaningful impact on consumer-brand relationships. Done authentically and aligned with the target audience’s values, it can enhance brand equity by deepening emotional connections and loyalty. However, brands must navigate generational expectations and cultural sensitivities carefully – tailoring their activist initiatives to be genuine and relevant in different cultural contexts to avoid backlash and strengthen relationships across diverse consumer groups.