Outrage and Activism

Brands are capitalising on outrage via social media platforms to gain attention and influence behaviour, all while furthering commercial gain. The strategic use of polarising content constitutes a dynamic era of brand performance, often emerging via brand activism. The goal of modern activist messaging is to break into filter bubbles and keep users engaged and responsive. In this way, brand strategy has evolved to tap into consumer social needs such as belongingness as part of marketing and communications. This chapter describes the cycle that brands enter when they begin to create polarising branded content, the consumer response and the threats inherent in the brand takeover of social discontent.