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Social Justice Branding
Brands are now aiming to signal their support of social justice movements such as “Black Lives Matters,” and “#metoo.” This type of product signaling is lumped under brand activism which is a growong marketing tactic for brands seeking to stand out by taking a stand on social and political issues (See: Moorman 2020; Sarkar and Kotler 2018). Specifically, social justice branding is when a firm produces a product with social justice messaging. Below is a running list of examples of these types of products. Feel free to leave more in the comments below.
Apple: Apple Watch Unity Band
Athleta: Equal Pay T-shirt
Black Sabbath: Black Lives Matter Apparel
Etsy: Black Lives Matters Merchandise (More than 130K + results)
H&M: Equal Rights T-shirt
Obey Clothing: No Justice No Peace Shirts
Obey Clothing: Bias in the numbers Shirt
Nike: Colin Kaepernick Jersey
Target X Mess in a Bottle: Anti-Racism Apparel