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How to Convert Mainstream Consumers into Activists: Emerging Thought Leadership

Some brands seem to have a knack for engaging and inspiring consumers to think about sustainability issues to such a degree that said consumers practically turn into a rare combination of brand evangelists and activists. How does that happen, and what are the steps that a brand can take to create the conditions necessary for it? This discussion leans on some emblematic cases of ‘activist brand positioning’ in order to tease out what works best.

 

Henk Campher
 
SENIOR VICE PRESIDENT, BUSINESS + SOCIAL PURPOSE
 
EDELMAN
Ryan Williams
 
GOOD COP & DIRECTOR OF SUSTAINABILITY
 
METHOD
Joe Whinney
 
FOUNDER & CEO
 
THEO CHOCOLATE
Jeff Johnson
 
SURFING NUTRITIONIST AT LARGE
 
KASHI
Andy Kim
 
CO-FOUNDER AND CEO
 
WYPE
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