Today’s consumers increasingly expect brands to take a stand on social and political issues, making brand activism both an opportunity and a risk. For Generation Z—arguably the most value-driven and socially aware cohort to date—activism is not just appreciated; it is demanded. However, when activism appears inconsistent, opportunistic, or disconnected from a brand’s history and practices, it is quickly called out and rejected.

The article “Generation Z consumers’ perspective: how and why should (not) brands engage in activism?“ by Antonella Cammarota and Generoso Branca, published in the Italian Journal of Marketing, investigates the expectations that Gen Z consumers have toward brand activism. The authors explore how companies can authentically engage with sociopolitical causes without undermining their credibility or alienating their audience.

Drawing from a qualitative analysis of Gen Z consumers, the study reveals that authenticity, consistency, and alignment with core values are essential conditions for any activist initiative. Brands are expected to not only “talk the talk” but also “walk the walk” across the entire value chain—from product quality to supply chain transparency and ethical sourcing. Simply issuing statements or posting support on social media is no longer enough—and may even backfire if not backed by concrete, credible actions.

The article provides a strategic roadmap for brands seeking to adopt activism without succumbing to the pitfalls of woke-washing. It encourages managers to conduct an in-depth audit of their brand’s historical communication, partnerships, and practices before taking a public stand. Moreover, it emphasizes the importance of continuous, transparent communication that extends beyond digital channels and into physical products, packaging, certifications, and real-world initiatives.

In the interview that follows, the authors reflect on the conditions under which brands should—or should not—engage in activism, the risks of inconsistency, and the strategic importance of integrating ethics, quality, and purpose across all touchpoints to earn the trust of Gen Z.

How can managers determine whether their brand has the necessary history, consistency, and core values to engage in authentic activism and avoid perceptions of opportunism or “woke-washing”?

Brand activism campaigns have often failed because they were launched without proper internal and external analysis. Managers must conduct a critical internal audit spanning at least the past ten years, examining the brand’s tone of voice on social media, the topics it has addressed, the publicly endorsed values, and the types of partners it has collaborated with – such as influencers, celebrities, NGOs, and foundations.

For instance, if a brand lacks prior engagement in social issues, abrupt activist messaging may appear inauthentic if it suddenly begins speaking out strongly and confidently on sociopolitical topics. In such cases, it is essential to communicate to consumers that the brand is adopting new values, explaining why this shift is happening and, most importantly, how it will be implemented.

On the other hand, if a brand has historically aligned with values more distant from activist causes —whether intentionally or inadvertently through its advertising and social media communication—then pursuing an activist strategy can be especially risky and challenging. Therefore, it should be approached with caution.

One crucial point often overlooked is that brand activism is not for everyone! Brands must first reflect on their history and identity and then clearly understand their customers’ expectations and values. Thus, if there is a strong track record of consistency and a precise brand alignment with the consumer base’s values, it becomes possible to consider taking a firm stance on an issue that aligns with the brand’s identity and genuinely matters to its target audience. From this perspective, a consumer’s familiarity with the issue supported by the company—and the extent to which it aligns with their self-identity—plays a crucial role in shaping their response.

Today’s consumers, particularly Gen Z, are quick to detect inconsistencies and call out hypocrisy. Adverse reactions tend to be much faster and more impactful than positive ones. They often spark social media firestorms and other anti-brand actions, quickly dragging the brand into accusations of woke-washing.

How can managers effectively integrate brand activism into their strategy while maintaining a focus on product quality and ethical supply chain management, thereby ensuring that consumer trust is not compromised?

Activism should not be used as a substitute for core value creation. Product quality and ethical supply chain management are two critical elements that cannot be separated from a brand activism strategy.

To appreciate an activist stance – beyond historical consistency and value alignment – consumers must first hold a positive perception of the brand’s product quality. If the product itself is not perceived as having acceptable quality, consumers are unlikely to be motivated to support the brand, regardless of its activist messaging. In other words, activism can amplify value but cannot compensate for weak performance. Companies must not neglect the functional, symbolic, and experiential attributes of their products in favor of overemphasizing—or exclusively focusing on—their social or political positioning.

Additionally, the supply chain is one of the most critical aspects. At the same time, ethical consistency is key: many brands face criticism when they promote social causes while operating opaque, exploitative, or environmentally negligent supply chains. This means taking public stances on civil, social, and environmental rights in Western consumer markets while sourcing materials or manufacturing in countries with poor labor protections, environmental negligence, child labor, or where tax evasion and fraud are common. These inconsistencies do not go unnoticed, especially when scandals arise, and can seriously damage brand credibility and authenticity. Gen Z pays close attention to such contradictions. To build trust, brands must integrate ethics across the value chain. Credible activism stems from tangible, consistent practices. Only when a brand delivers both a strong product and a socially responsible process will its activism be perceived as legitimate.

What role should consistent communication and a strong brand history play in strengthening Gen Z consumers’ emotional connection and trust towards an activist brand?

Taking a stand through a single social media post – whether for Pride Month, the International Day for the Elimination of Violence Against Women, Earth Day, or World Food Waste Day – is largely ineffective and, in some cases, can even backfire. Managers considering the adoption of an activist strategy must carefully assess whether it aligns with the brand’s history, its core product, its supply chain, and its concrete actions.

Furthermore, consistent, accurate, and transparent communication with the target audience is crucial. The brand must adopt a tone of voice that is both true to itself and aligned with its audience; more importantly, it must not rely solely on social media platforms to deliver its messages. For example, Gen Z expects a high level of transparency, often associating it with disclosures found in social or sustainability reports.

This generation also values product-based communication, such as packaging, through certifications, and by seeing companies participate in public events. In short, communication must span digital, physical, and product-based touchpoints and always be accompanied by concrete actions throughout the entire value chain, guided by a strong moral compass and consistent behavior. Without them, activism may be perceived as opportunistic—and Gen Z is quick to disengage or respond with criticism.

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