Brand Activism: Gen Z and Socio-Political Branding
Abstract
Branding refers to the distinctiveness of an organization that differentiates it from its competitors and builds loyalty with customers. Brand trust is the confidence consumers have in a company to deliver consistently against their expectations of the brand. Brand equity is the commercial value that a brand has and is linked to consumer perception and loyalty. Culture refers to the expected behaviors of a defined group of people, e.g., customers. Brand activism is when an organization takes a visible ideological stance associated with a specific issue or social concern. Socio-political branding refers to the practice of using brand activism specifically to connect with certain key stakeholder groups.
Fields of Study & Subjects
Generational Differences and Trends
Consumer Behavior in Brand Consumption and Identification
Education
Sociology
Communication Studies
Publication details
- Journal / source
- Encyclopedia
- Publisher
- MDPI AG
- Volume
- 6
- Issue
- 1
- Pages
- 27–27
- Publication date
- 20 January 2026
- Language
- EN