Brand activism is a political or social involvement that brands participate in to promote social change. It based on consumption which results in making the brand stronger and more robust. By taking a position in social or political change, the brands become more relatable in the eyes of the consumer. Consumers identify themselves with what they buy. By feeling a sense of belonging or sharing values with a specific brand, consumers want to identify themselves with specific products. For example, someone who supports the environment will most likely be aware of the products they buy. They would probably choose “guilt-free”, eco-friendly products to support their values as environmental-friendly people, which is their identity.
The American psychotherapist Philip Cushman talks about the “self”. The concept of the self cannot be clearly defined, as it is constantly changing according to the time we live in and therefore the hegemonic values of the time. At first, in Fordist society, the understanding of the self was very different from what it is today. Let’s go back to the years of the “economic boom”, the work habits that people had were to be in the workplace and work many hours of the day to produce products. It was a “chain of production” made of people working in factories, and the economy revolved around mass production. The idea of the self was understood in connection to collectivity. In contemporary times, the idea of the self has shifted. Today we live in a neoliberal society that is focused around services. The workplace environment has changed, now it allows more flexibility, mobility and more empowerment for the workers. There is a production of services rather than material products, and the production of services that gives room to marker and competition. This competition will bring the best services to society. Selfhood is an important concept in neoliberal times because one can produce a service on their own. Neoliberal times allow the liberal self to connect to the ideas of individualism, competition, and consumption, which is what matters when we talk about brand activism.
Celebrity Branding and Sardine?
The author explains that there can be a collaboration between celebrities and brands. This helps the cause to be seen and supported not only by a celebrity but also by their followers and fans, which become consumers. This way benefits the cause and the celebrity as well since there can be a monetary gain or simply the gain of a better image. Recently, the Italian TV host Maria De Filippi invited Sardine to her talent show called “Amici”. The talent show has never taken political sides before, and this event clearly brought viewers to the talent show. Sardine advocated for their anti-fascist and anti-populist ideal a live TV show that usually reaches over 20% of the share. They talked about their goal of changing the environment of hate and fear created by Matteo Salvini.
Sardine used the time that Maria De Filippi dedicated to them to make propaganda directly to the audience of the talent show, in order to gain supporters of their social change. On the other hand, the TV show and Maria De Filippi benefitted from it. The exponents of the movement brought viewers (therefore, consumers) to the TV show, as it was the most viewed show that night.
Sardine 