Empathy and ethics in brand activism: Balancing engagement and responsibility

The recent surge in corporate responses to social and political crises marks a pivotal shift in how brands perceive their societal roles. This study explores “brand activism,” a phenomenon whereby brands engage in social advocacy through digital platforms, reflecting a strategic integration of social issues into their core identity and marketing practices. This proactive stance not only raises awareness and mobilizes support but also raises ethical concerns about the potential for brands to exploit social causes for commercial gain. Employing qualitative content analysis with a critical phenomenological approach, this research investigates how individuals engage empathy-based representations within brand activism on digital platforms. Data from interviews with 37 young adults reveal that while brand activism can foster a sense of empowerment and moral alignment, it also risks superficial engagement and selective empathy. This study highlights the ethical considerations in brand activism and how digital media shapes moral reasoning in contemporary branding.