20 questions for activist brands
As more brands seek to engage in what Denise Yohn has referred to as the “cultural conversations” of today, they encounter reactions ranging from strong endorsement to cynicism about their motives. Starbucks, for example, hit turbulence with its Race Together campaign. (There’s an excellent analysis of why here.) Levis on the other hand seems to have had an easier ride with its Water<Less campaign. Patagonia’s Don’t Buy This campaign was hailed by many as honest, genuine and utterly in keeping with their beliefs.
