Reflexões sobre o ativismo de marcas e suas implicações éticas

Abstract

Brand activism is a strategy that aims to promote, prevent or direct social, political, economic and/or environmental reform or stasis, with the desire to promote or prevent improvements or worsening in society. It has proven to be a controversial strategy increasingly demanded by consumers due to its potential to polarize different segments of society. In this scenario, if brand activism is a risky strategy, why do managers and their companies insist on implementing it? This question explores the ethical implications of brand activism from the General Theory of Ethics in Marketing. With ponderings on decision-making, it is argued that internal and external variables limit the pursuit of self-interest objectives by executives and managers. Therefore, they must consider what is correct and most appropriate for their companies based both on deontological and teleological reflections.