Cho, R. (2021) - ‘Why Fashion Needs to Be More Sustainable‘ (Online, accessed 04/07/22) Available at: https://news.climate.columbia.edu/2021/06/10/why-fashion-needs-to-be-more-sustainable/

 
Eco-Stylist (2020) - ‘The Problem(s) with Sustainable Fashion‘ (Online, accessed 04/07/22) Available at: https://imperfectidealist.com/problem-with-sustainable-fashion/
 

 
McCourt, C. Eco-Stylist (2022) - ‘How Sustainable is H&M?’ (Online, accessed 04/07/22) Available at: https://www.eco-stylist.com/how-sustainable-is-hm/

After the murder of George Floyd in 2020, Nike was among the first large brands to offer a response to what was going on in the United States. 

Although this definitely was not the first time Nike took a stand for the Black Lives Matter movement, as they also did so in 2018 with NFL player Colin Kaepernick, the company was urgently requesting everyone join together in a very important fight against racism.

Nike took a creative spin on their slogan by turning it into a conveying message for everyone. 

The company changed its slogan to “For Once, Just Don’t Do It” and asked that people not pretend the issue of racism doesn’t exist and to ultimately fight for justice.

Consumers found Nike’s ad incredibly empowering. In fact, they felt it was 98% more powerful and inspiring than other similar ads.(Rock Content Writer,2021)
Nike video at： https://youtu.be/drcO2V2m7lw

Oreo: ProudParent（2021）

Oreo's #ProudParent campaign in 2021 has brought some attention to the brand and the LGBTQ+ cause itself. The campaign offers incredible storytelling and emotional connection.

Oreo chose to tell a story that the audience can really relate to the many different family struggles and life situations we are all too familiar with. Stories have beginnings, conflicts and endings.

The main purpose of this video is to encourage and educate parents to support their LGBTQ+ children. When parental support like this is made public, others are inspired to do the same. Ultimately, the world becomes more compassionate and inclusive.
Oreo video at：
https://youtu.be/EpfLklSG2dQ

Oreo has 10,000 packs of rainbow-colored Pride cookies to share with those who take steps to support the #ProudParent campaign. These Oreo bags are not available for purchase anywhere, but if you show your support for LGBTQ+, you have a chance to get your own.(Rock Content Writer,2021)

Equinox 'Make yourself a gift to the world' campaign is Promoting self-love as the most selfless act of all.

Branded hashtags. Equinox uses three branded hashtags: #MakeYourselfAGift, #Equinox, and #ItsNotFitnessItsLife. This triples their chances of going viral, while also making it easier for their audience to find related content.

Prime storytelling. Equinox’s campaign tells a story, but the commercial takes it to a new level by creating an intense and anticipatory atmosphere. Equinox is a fitness brand, so it makes sense for them to promote self-love. The commercial inspires the viewers to take up exercise as a form of self-care .(Maria Stern,2021)

Bibliography:

Rock Content Writer（2021)-‘Brand Activism: How Taking a Stand Can Help Build Your Brand‘（Online, accessed 18/7/22) Available at: https://rockcontent.com/blog/brand-activism/

Maria Stern(2021)-'5 Brand Activism Campaigns to Inspire Your Marketing Strategy' (Online, accessed 18/7/22) Available at: https://medium.com/swlh/5-brand-activism-campaigns-to-inspire-your-marketing-strategy-65bbadd6a803

For over fifty years, the celebration of Pride for lesbian, gay, bisexual, and transgender communities has been a demonstration of love and solidarity against homophobia and oppression. This year, the radical history of Pride is as timely as ever as Pride coincides with a global pandemic and an ongoing movement for social justice. For Black, Indigenous and People of Color in the LGBTQ+ community, the fight for their rights has always been intertwined with the fight against institutional racism. For allies of all kinds, this is an opportunity to stand in solidarity with victims of discrimination, to hear and share their voices, and join the movement for justice. Members of the adidas LGBTQ+ community have gathered virtually in honor of Pride to share their stories of how love unites.


Bibliography:

ADIDAS（ 2020）-‘

[Online, accessed 10/08/22] Available at ：https://www.adidas.com/us/blog/501424-pride-2020-in-the-face-of-adversity-love-unites

Customer preference:
The main customers are the Gen Z 16-24  with strong spending power.

Marketing strategy:
Adidas’ marketing strategy is a combination of promotions, advertising and digital marketing.

e-commerce:
Adidas has mature e-commerce, with thousands of online stores.

Brand Activism:
Adidas actively supports LGBT and appeals to ethical consumers.

Weaknesses:

supply chain shortage： 
Adidas' over-reliance on foreign suppliers leads to supply chain shortages

Forced labor:

Adidas has been linked to forced labor at multiple factories in China.

Allegations of racial discrimination:
Black Adidas employee claims unfair treatment at company.

Opportunities:

Sustainable materials:
Sustainability has received much attention and can help reduce environmental pollution. So Adidas should vigorously develop sustainable.

online marketing：
As consumers spend more time using social media, Adidas should pay more attention to online marketing to better communicate with consumers.

Genderless products:
There is a lack of unisex clothing in the market, and Adidas can quickly open up the market by supporting the LGBT image.

Threats:

Competitors:
There is a lot of competition in the market, and Adidas needs to face many competitors.

Global Epidemic：
Affected by the epidemic, people's consumption frequency has decreased. Adidas' global sales fell.

Knock-off products:
Adidas has a lot of counterfeit products, and counterfeit products are not of the same quality as the original, which can lead to loss of customers.


S.K. Gupta (2022) - ‘Adidas SWOT Analysis’ [Online, accessed 26/07/22] Available at: https://bstrategyhub.com/adidas-swot-analysis/

 

Brand Activism is when a business takes a stand on a social, environmental, economic, or political issue. Companies may actively support a cause because it aligns with their core values/ vision of the brand, for good publicity, to boost their bottom line, or for various other reasons.

Businesses can help their causes by making public statements, campaigning, donating to specific groups and organizations, volunteering, or making statements through advertising and promotions.

But it's no longer enough to make a statement; buyers want to see progress in corporate action in support of the issue. Otherwise, the message may appear false. Therefore, this can lead to businesses being seen as opportunists who want to profit from the situation.

Bibliography:

Just Digital Team  - ‘Brand Activism: What is it? How Can it Help Your Business?’ (Online, accessed 025/08/22) Available at: https://justdigitalinc.com/brand-activism/