The Power and Pitfalls of Purpose Marketing: Understanding Consumer Reactions to Brand Activism

What happens when brands take a stand? In this episode, Professor Beth Vallen, PhD, and Tyler Milfeld, PhD, explore the complexities of purpose marketing—when brands take a stand on social or political issues. Based on Dr. Milfeld’s research, they discuss the unique challenges emerging brands face when they engage in purpose-driven marketing, why established brands often get more leeway and how consumers respond differently to activist messaging from established versus emerging brands. Tune in for an insightful conversation about the psychology behind brand activism and what it means for marketers trying to balance purpose and profit.