Progressive or regressive? Refining brand activism with a consumer-centric perspective by integrating cultural tightness-looseness and political ideology

This research refines the concepts of progressive and regressive brand activism through a consumer-centric perspective. Across two experimental studies using different societal issues, we demonstrate that the perceived progressiveness/regressiveness of brand activism and its influence on brand attitudes emerges from a dynamic interaction between brand stance (conservative vs. liberal), consumers’ cultural tightness-looseness, and their political ideology. Our findings reveal that consumer evaluations of brand activism as either progressive or regressive are not universally determined by the brand’s position but vary systematically depending on individuals’ tolerance for social deviance and openness to change, as well as their political orientations. These insights suggest that brands engaging in activism must carefully account for the cultural and political characteristics of their target audiences, as consumer interpretations of brand activism can vary widely and significantly impact brand evaluations.