Woolworths, Qantas, live theatre companies, and others engaging in brand activism pose numerous questions in its early stages.

Barry Urquhart, Managing Director of Marketing Focus, tells Mike the phenomenon lacks clear answers and success stories, with many examples in the current business landscape facing failure or marginalization.

Brand activism, often deliberate and provocative, is applied to divisive topics, products, and services, leading to unforeseen costs for those at the forefront of politicized issues.

Examples include outdoor sports retailers, green hydrogen promoters, immediate zero-emission advocates, and societal wind turbine power generators.

Download this podcast here