Beyond saying that you care: Why your activism needs to extend further than your LinkedIn logo

Beyond saying that you care: Why your activism needs to extend further than your LinkedIn logo 24 June 2021 at 7:00 am Being an ethical brand is all the rage at the moment. But the truth is, it isn’t enough to just say you care – audiences will sniff out your slacktivism, writes Jo Scard, who says you should only align with causes you’re passionate about. This month, rainbow flags and words of allyship have dominated our social media channels. New corporate partnerships have been established, LinkedIn logos have been changed and brands around the world, from all kinds of industries, have stood in solidarity for LGBTQIA+ rights.  When you consider that consumers are much more likely to opt for socially and environmentally responsible brands, it isn’t hard to understand why organisations would make these kinds of moves. Recent times have seen a push towards brand purpose – people are caring about themes like sustainability and ethical decision making more than ever before. And similarly, marketers and PR specialists have spent the last decade capitalising on the digital economy and implementing innovative ways to position brands as activists, allies or advocates as a means to transition their audiences into consumers.  So while…
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