The Dark Sides of Corporate Activism: Why an Ethics of Care Matters

Corporate sociopolitical activism has become a dominant strategy for brands seeking relevance and moral legitimacy in polarised societies. While existing research largely focuses on firm-level risks and rewards, this talk shifts attention to the often-overlooked consequences for consumers and society. Drawing on a conceptual analysis, we identify six “dark sides” of corporate sociopolitical activism, showing how activist branding can emotionally burden consumers, exclude the very groups it claims to support, intensify polarisation, and normalise harmful public discourse.

This research introduces ethics of care as an alternative moral framework for corporate activism. Rather than treating activism as a strategic or reputational tool, a care-based approach foregrounds relationships, interdependence, and responsibility toward affected communities. We outline what care-based corporate activism looks like in practice, including a diagnostic audit and strategic guidance for more responsible engagement. Overall, the seminar invites a rethinking of corporate activism from speaking up about social issues to caring with those who are most impacted.