The influence of marketing communications agencies on activist brands’ moral competency development and ability to engage in authentic brand activism: Wieden+Kennedy ‘Just Does It’

Abstract

To compel people to bring about social change, activist brands must develop moral competency to ensure that they are perceived as authentic. However, there is limited research on the processes underpinning brands’ moral competency development. Furthermore, prior research on authentic brand activism has largely conceived of brands as singular entities as opposed to networks of diverse actors. Consequently, little is known about how inter-organisational collaborations influence brands’ moral competency development and ability to engage in authentic activism. We address this gap by presenting a case study of Nike, Inc./Wieden+Kennedy campaigns from 2017 to 2021 centred on women’s empowerment and of controversies from this period surrounding discrimination of female employees at Nike, Inc. By locating brand activism within the advertising client–agency relationship, we develop a cyclical model of activist brands’ moral competency development. Our model highlights that moral competency is not a static feature of brands but develops dynamically, and we identify the mobilisation of interactional expertise as a key driver of moral competency development. Furthermore, our model shows that a brand’s moral competency is not developed by a single organisation but through inter-organisational collaborations. We also demonstrate the challenges emerging from these collaborations and develop practical implications for activist brands.

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

“…This should be particularly relevant for CPB, often accused of being inauthentic in their social stands (Vredenburg et al. , 2020; Rohmanue and Jacobi, 2024). Recent reports on brand purpose suggest that authenticity may in fact overrule fit (Ferguson et al.…”

“…, 2016). Authenticity is thus critical to the success of brand activism (Rohmanue and Jacobi, 2024; Chu et al. , 2023).…”

“…Insincere initiatives that lack authenticity may leave a negative impression on stakeholders if they feel that the organization is not really committed to the cause (Alhouti et al, 2016). Authenticity is thus critical to the success of brand activism (Rohmanue and Jacobi, 2024;Chu et al, 2023). While emerging as a key determinant in consumer-brand relationships, brand authenticity, "the cornerstone of contemporary marketing" (Ilicic and Webster, 2014, p. 344), has been broadly defined as "a subjective evaluation of genuineness ascribed to a brand by consumers" (Napoli et al, 2014(Napoli et al, , p. 1091.…”

“…Recent data, however, shows a slight decline on the percentage of American consumers that believe brands should articulate and be vocal about their sociopolitical stands (Gallup, 2023). Research also shows that their beliefs are not always a guide to their purchase behaviour, as consumers question brands' authenticity, particularly if a brand is perceived to be "woke-washing" (Ahmad et al, 2024;Rohmanue and Jacobi, 2024).…”

“…Research also shows that their beliefs are not always a guide to their purchase behaviour, as consumers question brands’ authenticity, particularly if a brand is perceived to be “woke-washing” (Ahmad et al. , 2024; Rohmanue and Jacobi, 2024).…”