Activism and Its Consequences for Social Evaluation

Abstract Social movements and activism are fundamental to a healthy democratic society, shaping which issues are seen as politically, socially, and economically relevant. Organisations and their leaders often engage with movement activists—either as targets of activism, or platforms through which activism occurs. In recent years, employees and even corporate leaders have become voices of activist causes. This chapter explores the social evaluation consequences of such activism. The first part of the chapter examines the link between activism and social evaluations, including audiences’ reactions in changes in public opinion, reputations, and risk assessments. The second part of the chapter looks at the reputational consequences for the activists and their causes as a result of engaging in activism, especially as evaluations evolve in a politically polarised world.