Activist advertising—how brands and agencies can work for positive change

Our industry has the power to do good or evil. To do more good, we have to replace a learned behavior of healthy skepticism with one of intentional action. We don’t all have to want the same change, but we all must believe everything we do is changing the world around us.

There has long been a saying that advertising is convincing people to buy stuff they don’t need. That couldn’t be further from the truth for advertising that is done right, but the persistence of that thinking threatens our ability to attract great talent, build trusted client relationships and ultimately create cultural impact.

After enduring a global pandemic, a looming recession and countless human rights crises, society is ready for more good. In a recent employee survey, a majority of respondents reported the pandemic caused them to question the purpose of their work and renewed their desire to contribute more to society. In another survey, 82% of consumers said they want a brand’s values to align with theirs.

Simply put, people are holding themselves and brands accountable to a higher standard. It’s time for advertisers to acknowledge we have a decision to make every day we go to work: We can contribute to an atmosphere of widespread anxiety and negativity, or we can create positive change within our walls and in the world around us. 

Here are three ways we can commit to work that creates positive change: 

Recognize the opportunity   

Advertisers have the unique ability to imagine and deliver different futures. That is our core reason to exist, and the biggest brains and talents in our industry tend to be drawn toward the biggest problems and challenges they can find. Pitches give an exciting, open space for creativity, yet we often drain our brain power on work that will never see the light of day.

Imagine if we committed that same passion and rigor to activist causes as well. Ad agencies are full of critical thinkers and problem solvers—which is exactly what makes for a great activist. These causes are complicated, which is why they are still not resolved. Therefore, applying agency talent to the activist world is a win-win—with more of the same kind of brains and hearts allocated to what we most care about.

And refocusing our efforts and embracing the role of activists within our organization wouldn’t just help reframe a negative narrative surrounding the industry, it would energize our most brilliant talent, enrich and focus our agency’s culture and do some good in the world and communities we live in. 

Work like activists

Activists and advertisers aren’t that different—we’re both invested in solving impossible problems. But before we can join them in the trenches, advertisers must learn to operate like activists. That starts by thinking beyond immediate gratification. Activists know great change takes time—decades or centuries even. Advertisers are built to show immediate results. Say goodbye to traditional KPIs and embrace the process instead. 

Expanding our impact as an industry could also require us to see ourselves as an interconnected industry. Agency culture can often be overly competitive and divisive, and that’s certainly no way to change the world. Take a lesson from activists and focus on cultivating a culture of humility and true teamwork—that goes even beyond your agency’s walls. Once you’ve embraced the activist’s mindset, partnerships and possibilities will flourish, laying the groundwork for ideas that change the world. 

There’s also an excellent chance we would forge new and necessary relationships with other agencies and clients who believe in the transformative power of creativity. Deciding to act with purpose and stand up for what you believe in may seem like a limiting step, but it will open the door for clients who will trust you and will join you in the fight to establish advertisers as agents of change. 

Make change, not just ads

Those who want to support an industry-wide rebrand must understand that it’s not enough just to talk about real-world problems. Sitting politely on the sidelines as major issues unfold is no longer an option, especially when considering all the resources we have to offer. From top-tier research and strategy, to concepting and content creation, we can offer activist organizations and causes an incredible level of support. 

Whether you commit to partnering with a specific organization or create a campaign in support of a cause your agency cares about, there are plenty of ways to get involved. Worried about the toll of taking on pro bono work? Include activist organizations in your partnership strategies to deepen your existing brands’ impact. We’re uniquely poised to change the world of advertising—and the role of advertising in the world.