There is the perception that organisations practice Corporate Social Responsibility purely to shape the brand image and public perceptions. Corporate Activism is distinct from CSR , if you didn't know, it is when organisations advocate for change in public policies but both involve organisations taking ethical responsibility. Often Corporate activism efforts can seem feeble, for instance social media posts or a press release are examples of ‘soft activism.’ However, ASOS have arguably exemplified ‘hard activism’ through contributions to advocacy organisations.
ASOS x GLAADCourtesy of ASOS (secondary source image).
At first I thought their participation in LGBTQ activism seemed to only be in aid of clothing sales. Like many brands during pride month the rainbow logo adorned a new range of clothing. Often post February there is not a whisper of support for the cause for another 11 months from clothing brands. ASOS did also release a line of clothing to celebrate pride month but rather than simply appearing to support LGBTQ rights they are ‘putting their money where their mouth is’. They partnered with the GLAAD’s Together Movement which works towards supporting communities and they also made an activist the face of their campaign.
Rather than purely using the flag colours to boost sales they are helping to change attitudes that a certain gender equals a certain type of clothing by releasing a gender neutral line. They also stock year round the brand Collusion which have gender neutral clothing. This demonstrates that their support isn’t constrained to one month a year and isn't reserved for the month that it would gain the most media attention.
The other side of this is anti-corporate activism. This is the idea that big business corporations should leave it to third sector organisations. They are a detriment to public good and their efforts are purely for self-gain so damaging to the democratic process.
I personally think organisations can benefit both themselves and the wider community if done correctly and ASOS have demonstrated boosting their own reputation whilst aiding activist movements. What do you think? Can large corporations actvivties be beneficial to activism?
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