Brand activism in the era of permacrisis: Systematic literature review and future research agenda

Anisimova, Tatiana, Lee, Zoe ORCID: https://orcid.org/0000-0001-5256-6100 and Silva, Manoella Antonieta Ramos da 2025. Brand activism in the era of permacrisis: Systematic literature review and future research agenda. Journal of Marketing Management 10.1080/0267257X.2025.2488800

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Abstract

Permacrisis - the perpetual state of facing complex and interconnected crises - has been identified as the forces that impact society as a whole. Brand activism (BA) has been emerging as a response whereby companies engage with divisive socio-political crises. However, the BA literature has not adequately addressed the new role that companies should play in mitigating the effects of permacrisis. We conduct a systematic literature review of 44 papers published between 2016 and 2024, applying the ADO framework. Our SLR inductively builds a framework of brand activism in the permacrisis that integrated themes across micro, meso and macro crises. Additionally, we highlight the interplay between necessity and opportunism in BA within the permacrisis context, offering new insights into its operations and mechanisms.

Item Type:	Article
Date Type:	Published Online
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Taylor and Francis Group
ISSN:	0267-257X
Date of First Compliant Deposit:	25 February 2025
Date of Acceptance:	19 February 2025
Last Modified:	23 Apr 2025 10:15
URI:	https://orca.cardiff.ac.uk/id/eprint/176460

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