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Q: In the age of social media activism, can brands afford to remain apolitical, or should they take a stand on social issues?
A: It’s a double-edged sword. One may argue on both side of the spectrum there are enough and more examples in favour of political activism or woke-washing or staying neutral. Hence my answer can’t be polarised in favour of one or the other.
Staying apolitical allows a brand to stay true to its stated core values without “performing” activism (read sensitive balancing act) and retain customers on both sides of an issue and not alienate loyal brand consumers.
This practice has become popular as companies try to capitalise on the trends of purpose-driven consumerism.