ABSTRACT
With the goal of societal transformation, social movements aim to facilitate social change, equality, and justice through collective action. This chapter explores social movements from a marketing perspective, focusing on consumer activism to mobilize people and achieve positive social impact. Various forms of consumer activism including boycotting, buycotting, conscious consumerism, and slacktivism are discussed. Consumer activism has led to brand activism, an emergent marketing strategy involving sociopolitical issues of contemporary significance, also outlined in this chapter. Employee and business-to-business activism are identified as two avenues for future research, toward expanding knowledge of how marketing may meaningfully contribute to social impact.
