III Conference on
Corporate Activism
Companies in the face of polycrisis: marketing, governance and strategic communication in transformation
Corporate activism has become one of the most visible expressions of the contemporary transformation of the relationship between business, market and society. Defined as the public positioning of organisations on controversial sociopolitical issues (Vredenburg et al., 2020; Korschun, 2021), the phenomenon now cuts across strategic communication, public relations and marketing as a rapidly evolving field of study.
From the perspective of strategic communication and public relations, research has examined CEO activism as a form of strategic issue management that responds to new stakeholder demands (Bojanic, 2023; Duarte & Chambel, 2023; Duarte, 2023; Rumstadt & Kanbach, 2022; Wowak et al., 2022), as well as the notion of corporate social advocacy (CSA) as a category distinct from traditional CSR (Rim et al., 2024; Park, 2021; Hill, 2023). Within marketing, Vredenburg et al.’s (2020) distinction between authentic activism and woke washing has been expanded by research-based guides on the alignment between brand, cause and consumer values (Verlegh, 2024; Lou et al., 2024), as well as studies on authenticity and moral emotion (Mirzaei et al., 2022; Wannow et al., 2024; Sibai et al., 2021; Bhagwat et al., 2020), and empirical evidence showing more polarised responses to corporate political activism than to conventional CSR (Weber et al., 2023; Klostermann et al., 2021; You & Hon, 2022). The communicative construction of corporate legitimacy anchors these dynamics in broader normative frameworks (Palazzo & Scherer, 2006; Moorman, 2020; Edelman, 2022).
The current context of polycrisis — characterised by climate crisis, geopolitical tensions, ideological polarisation and growing public scrutiny — is profoundly reshaping the role of companies in the public sphere (Anisimova et al., 2025; Malik et al., 2025). Since late 2024, major corporations have rolled back diversity, equity and inclusion commitments; many brands have opted for strategic silence on social media (Malik et al., 2025; Sands & Ferraro, 2025); and cases such as Ben & Jerry’s reveal the tension between institutionalised activism and corporate control. The phenomenon has also diversified across luxury and B2B sectors (Khalifa & Osburg, 2025; Kapitan et al., 2022), global geographies (Shukla et al., 2025; Tsougkou et al., 2025; Pomerance & Zifla, 2025; Li & Soule, 2026), and non-corporate actors such as content creators, universities (Cammarota et al., 2024) and digital consumers (Kozinets & Seraj-Aksit, 2024).
In the Spanish and Ibero-American context, the most recent empirical research shows that corporate neutrality is no longer perceived as a sustainable option: organisational silence is interpreted as an implicit form of positioning, and communication professionals conceive activism not only as a reputational resource, but also as a mechanism for identity construction and symbolic articulation with publics, linked to the notion of civic relations — whose legitimacy rests on authenticity, coherence between discourse and action, and sustained commitment (Oliveira & Vila-Marquez, in review; López-Aza et al., 2023; Mas-Manchón et al., 2024).
Today, these dimensions converge. The current scenario raises urgent questions:
This conference proposes a cross-disciplinary space for debate bringing together marketing, governance, strategic communication and organisational culture, examining the tensions between conceptual definition, real-world practice and systemic impact.
Corporate activism and polycrisis
Reconfiguration of the phenomenon in the face of polarisation, ideological backlash and systemic crises. DEI rollbacks, strategic silence and corporate retreat: structural transformation or renunciation?
Marketing, consumers and political culture
Authenticity, brand-consumer identification and ideology. Boycotts, buycotts and political engagement. Alignment between brand, cause and consumer values as a critical factor of effectiveness.
Governance and organisational coherence
Integration of activism into strategy, internal culture and decision-making. CEO activism, moral authenticity and expanded responsibility. Coherence between discourse and structural practice.
Strategic communication and legitimacy
Corporate social advocacy as a differentiated practice. Civic relations and participation in the deliberative public sphere. Reputational risk management and channel displacement.
The conference welcomes theoretical, empirical and critical proposals. Particular value will be given to submissions that integrate multiple dimensions of the phenomenon and examine coherence between marketing, governance and communication in the real practice of corporate activism.
This conference is aligned with the most recent academic agenda on corporate activism. Proposals are invited that engage with current calls in leading journals:
Brand Activism at a Crossroads: New Theoretical and Empirical Horizons in Marketing and Society
Special issue edited by Cammarota, Vredenburg and Rosenthal. It addresses DEI rollbacks, corporate silence, AI, populism, the Global South and systemic impact. Submission deadline: 30 September 2026.
Abstract of 700–900 words in Spanish, Catalan, Portuguese or English, including:
- Format: online or in person
- Title of the proposal
- Research problem
- Theoretical framework
- Methodology (where applicable)
- Expected contribution to the field
Fátima Vila-Marquez
Universitat de Barcelona
Evandro Oliveira
LabCom · Universidade da Beira Interior, Portugal
Xavier Arroyo
Universitat de Barcelona
Michele Girotto
Universitat de Barcelona
Alexandre Duarte
Universidade Nova de Lisboa
Anisimova, T., Lee, Z., & Ramos da Silva, M. A. (2025). Brand activism in the era of permacrisis: Systematic literature review and future research agenda. Journal of Marketing Management. https://doi.org/10.1080/0267257X.2025.2488800
Bhagwat, Y., Warren, N. L., Beck, J. T., & Watson, G. F. (2020). Corporate sociopolitical activism and firm value. Journal of Marketing, 84(5), 1–21. https://doi.org/10.1177/0022242920937000
Bojanic, V. (2023). The positioning of CEOs as advocates and activists for societal change: reflecting media, receptive and strategic cornerstones. Journal of Communication Management, 27(3), 398–413. https://doi.org/10.1108/JCOM-12-2021-0143
Cammarota, A., Avallone, F., Marino, V., & Resciniti, R. (2024). Taking a stand or standing aside? How to conceptualize the emerging phenomenon of university activism. International Journal of Management Education, 22(3), 101014. https://doi.org/10.1016/j.ijme.2024.101014
D'Arco, M., Branca, G., Marino, V., & Resciniti, R. (2025). Influencer activism: Insights for effective partnership with brands and organisations. Psychology and Marketing, 42(3), 741–766. https://doi.org/10.1002/mar.22149
Duarte, A., & Chambel, S. (2023). Brand activertising: From profit-purpose to social positioning. In The role of brands in an era of over-information (pp. 198–215). IGI Global. https://doi.org/10.4018/978-1-6684-8351-0.ch009
Duarte, A. (2023). The impact of CEO activism in brand reputation: The PROZIS case. In E. Oliveira & G. Gonçalves (Eds.), The normative imperative: Sociopolitical challenges of strategic and organisational communication (pp. 161–168). LabCom. https://doi.org/10.25768/654-941-1
Edelman. (2022). 2022 Edelman trust barometer: The cycle of distrust. Edelman Trust Barometer Global Report.
Hill, S. (2023). Corporate social advocacy events as a window into the contemporary promotional industries. Comunicação, Mídia e Consumo, 20(57). https://doi.org/10.18568/cmc.v20i57.2712
Kapitan, S., Kemper, J. A., Vredenburg, J., & Spry, A. (2022). Strategic B2B brand activism: Building conscientious purpose for social impact. Industrial Marketing Management, 107, 14–28. https://doi.org/10.1016/j.indmarman.2022.09.015
Khalifa, D., & Osburg, V. S. (2025). Can brand activism benefit luxury brands? Psychology and Marketing, 42(5), 1314–1329. https://doi.org/10.1002/mar.22183
Klostermann, J., Hydock, C., & Decker, R. (2021). The effect of corporate political advocacy on brand perception: An event study analysis. Journal of Product & Brand Management, 31(5). https://doi.org/10.1108/JPBM-03-2021-3404
Korschun, D. (2021). Brand activism is here to stay: Here's why. NIM Marketing Intelligence Review, 13(2), 10–17. https://doi.org/10.2478/nimmir-2021-0011
Kozinets, R. V., & Seraj-Aksit, M. (2024). Everyday activism: An AI-assisted netnography of a digital consumer movement. Journal of Marketing Management, 40(3-4), 347–370. https://doi.org/10.1080/0267257X.2024.2307387
Li, L., & Soule, S. A. (2026). CEO activism and corporate reputation: How authenticity and CSR mitigate stakeholder misalignment. Journal of Management Studies. https://doi.org/10.1111/joms.70060
López-Aza, C., Pintado-Blanco, T., & Sánchez-Herrera, J. (2023). Empresas con valores: Un modelo conceptual del activismo corporativo. Palabra Clave, 26(2), e2624. https://doi.org/10.5294/pacla.2023.26.2.4
Lou, C., Goh, E. Y. S., Chang, D., Tan, H., Yap, X. Y., & Zhang, X. (2024). What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness. Journal of Interactive Advertising. https://doi.org/10.1080/15252019.2024.2346889
Malik, A. Z., Ahmad, F., & Guzman, F. (2025). Socio-politically silent brands: A double-edged sword. Journal of Business Research, 187, 115046. https://doi.org/10.1016/j.jbusres.2024.115046
Mas-Manchón, L., Fernández-Cavia, J., Estanyol, E., & Van-Bergen, P. (2024). Differences across generations in the perception of the ethical, social, environmental, and labour responsibilities of the most reputed Spanish organisations. Profesional de la Información, 33(3), e330305. https://doi.org/10.3145/epi.2024.0302
Mirzaei, A., Wilkie, D. C., & Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1–12. https://doi.org/10.1016/j.jbusres.2021.09.044
Moorman, C. (2020). Commentary: Brand activism in a political world. Journal of Public Policy & Marketing, 39(4), 388–392. https://doi.org/10.1177/0743915620945260
Oliveira, E. (2019). The instigatory theory of NGO communication: Strategic communication in civil society organisations. Springer VS.
Oliveira, E., & Vila-Marquez, F. (in review). Activismo corporativo en España: legitimidad y relaciones cívicas desde la perspectiva de la comunicación estratégica.
Palazzo, G., & Scherer, A. G. (2006). Corporate legitimacy as deliberation: A communicative framework. Journal of Business Ethics, 66, 71–88. https://doi.org/10.1007/s10551-006-9044-2
Park, K. (2021). The mediating role of skepticism: how corporate social advocacy builds quality relationships with publics. Journal of Marketing Communications, 28(8), 821–839. https://doi.org/10.1080/13527266.2021.1964580
Pomerance, J., & Zifla, E. (2025). Beyond the bottom line: The influence of political ideology on preference for corporate sociopolitical activism. Journal of Business Research, 200, 115569. https://doi.org/10.1016/j.jbusres.2025.115569
Rim, H., Kim, K. H., Cho, M., & De Moya, M. (2024). Leading to social impact communication: Understanding corporate social advocacy (CSA) from industry professional perspectives. Journal of Public Relations Research, 36(6), 469–493. https://doi.org/10.1080/1062726X.2024.2371879
Rumstadt, F., & Kanbach, D. K. (2022). CEO activism: What do we know? Society and Business Review, 17(2), 307–330. https://doi.org/10.1108/SBR-10-2021-0194
Sands, S., & Ferraro, C. (2025). DEI rollbacks: Consequences and considerations for brand managers. Business Horizons. https://doi.org/10.1016/j.bushor.2025.02.010
Shukla, P., Rosendo-Rios, V., & Khalifa, D. (2025). Should global brands engage in brand activism? Journal of International Marketing, 33(1), 1–16. https://doi.org/10.1177/1069031X241270606
Sibai, O., Mimoun, L., & Boukis, A. (2021). Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology and Marketing, 38(10), 1651–1669. https://doi.org/10.1002/mar.21477
Tsougkou, E., Sykora, M., Elayan, S., Ifie, K., & Oliveira, J. S. (2025). Peace brand activism: Global brand responses to the war in Ukraine. Journal of Public Policy & Marketing, 44(1), 100–121. https://doi.org/10.1177/07439156241289079
Verlegh, P. W. J. (2024). Perspectives: A research-based guide for brand activism. International Journal of Advertising, 43(2), 388–402. https://doi.org/10.1080/02650487.2023.2228117
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands taking a stand: Authentic brand activism or woke washing? Journal of Public Policy & Marketing, 39(4), 444–460. https://doi.org/10.1177/0743915620947359
Wannow, S., Haupt, M., & Ohlwein, M. (2024). Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism. Journal of Brand Management, 31(2), 168–192. https://doi.org/10.1057/s41262-023-00326-9
Weber, T. J., Joireman, J., Sprott, D. E., & Hydock, C. (2023). Differential response to corporate political advocacy and corporate social responsibility: Implications for political polarisation and radicalisation. Journal of Public Policy & Marketing, 42(1), 74–93. https://doi.org/10.1177/07439156221133073
Wowak, A. J., Busenbark, J. R., & Hambrick, D. C. (2022). How do employees react when their CEO speaks out? Intra- and extra-firm implications of CEO sociopolitical activism. Administrative Science Quarterly, 67(2), 553–593. https://doi.org/10.1177/00018392221078584
You, L., & Hon, L. (2022). Measuring consumer digital engagement and political consumerism as outcomes of corporate political advocacy. Public Relations Review, 48(4), 102233. https://doi.org/10.1016/j.pubrev.2022.102233