A rise in consumer activism has seen new challenges and risks that brand managers often ignore. This new reality calls for new rules when managing brands and reputations.

So what is Consumer activism? Lexicon defines it as “The range of activities undertaken by consumers or NGOs to make demands or state their views about certain causes linked directly or indirectly to a company.”

These untrusting consumers may, in extreme cases, call for a boycott of a product or brand. There are a range of situations that could see a company targeted, such as, sourcing from suppliers who rely on child labour, to a their association with country or region. Simply, consumers these days now expect brands to join them in making the world a better place.

Targeted companies can choose to either fight back, ignore, or comply with the demands. If a brand is unsure of actions to take, Peter Hurst (2018) Brand Risk-Relevance Curve can be used, adopting one of the four steps along the continuum:

1. Quietly ground in values. Take note of the core beliefs and values held as an organisation. Ingrain these within the organisation as the internal moral compass. This will allow you to respond quickly and effectively when an unexpected issue occurs.
2. Publicly embrace purpose. Link your brand with a reason for being that is higher than your brand. These issues tend to be timeless and generally uncontroversial.
3. Take on timely issues. Insert your brand into discussions current issues. This does not mean you have to adopt a specific position.
4. Stake out a polar decision. Announce yourself to be on a side of a hot topic, there there is clear positions. This can bring you a higher following from those who agree with you. There is the risk of losing those consumers who disagree.

No matter what industry, there is a chance for consumer activism to affect you. Will you dig your head in the sand or face the issue?