Brand Activism at a Crossroads: New Theoretical and Empirical Horizons in Marketing and Society

CALL FOR PAPERS

Brand Activism at a Crossroads: New Theoretical and Empirical Horizons in Marketing and Society

Journal: Journal of Marketing Management

Publisher: Routledge — Taylor & Francis Group

Submission Deadline: 30 September 2026

Introduction

Brand activism has rapidly evolved from a novel strategy into a mainstream corporate practice — attracting growing scholarly attention across disciplines. Whether expressed as corporate activism, CEO activism, corporate sociopolitical activism, or corporate social advocacy, these forms share a common feature: the deliberate entry of companies and top executives into the political sphere.

Brands have positioned themselves as prominent players in sociopolitical activism — lending their voices to movements such as Black Lives Matter, Me Too, and Pride. Their social media channels have become platforms for engaging with some of the most contentious and politically charged issues of our time — from abortion and LGBTQIA+ rights to gun control, climate change, and racial justice.

However, the landscape is shifting dramatically. Since late 2024 and into 2025, several major corporations have withdrawn from DEI commitments, scaled back activist public visibility, muted their social media presence, and removed sociopolitical content — while others have undergone internal restructuring. The rise of populism, escalating geopolitical conflicts, and increasing societal polarisation appear to have fundamentally reshaped the trajectory of brand activism.

Scope & Significance

This Special Issue asks: Where have the activist brands gone? Have we reached a saturation point of brand activism — or are we witnessing a transformation? Are brands engaging more with concrete actions rather than public declarations? Can new forms of brand activism challenge dominant paradigms and meaningfully contribute to societal change?

The Special Issue invites contributions that challenge and extend current thinking — including new theoretical frameworks, conceptual innovations, interpretive approaches, and robust empirical studies. Both qualitative and quantitative submissions are welcome — as long as they critically engage with present realities and contribute to a richer understanding of this rapidly evolving phenomenon.

List of Topic Areas

Manuscripts are invited on themes including, but not limited to:

1. Changes in brand activism strategies — new, quieter, or more strategic modes of activism

2. Emerging brand activist contexts — across different political, cultural, and geographical settings, with particular attention to the Global South and emerging markets

3. Institutional actors as activist agents — universities, public institutions, public figures, and cultural organisations in activist practices

4. The transformative effect of brand activism — lasting social change vs. symbolic gestures

5. International and transnational dimensions of activism — across borders, supply chains, and global institutions

6. Backlash, culture war, and polarisation — ideological resistance, consumer boycotts, and the effects of rising populism

7. Consumer activism and spaces of expression — how activist consumers influence brand strategies and communication

8. Authenticity and brand activism — differentiating authentic activism from opportunistic appropriation of activist discourse

9. Artificial intelligence and activist content — ethical, moral, and authenticity concerns in AI-mediated activism

10. Shifting channels of activist communication — from open social media to niche, closed, or offline spaces

11. Activism and the depoliticisation of society — activism fatigue, depoliticisation, and dominant ideology reinforcement

12. Measuring systemic impact — assessing broader societal effects of brand activism beyond corporate performance indicators

13. CEO activism — individual executive leadership and sociopolitical positioning

14. DEI rollbacks and corporate retreat from social commitments — causes, dynamics, and implications

15. Brand activism in B2B markets, luxury sector, and non-profit contexts

Guest Editors

Dr. Antonella Cammarota International University of Monaco, Monaco Email: acammarota@ium.monaco.edu

Dr. Jessica Vredenburg Auckland University of Technology, New Zealand Email: jessica.vredenburg@aut.ac.nz

Dr. Benjamin Rosenthal Getulio Vargas Foundation — FGV EAESP, São Paulo, Brazil Email: benjamin.rosenthal@fgv.br

Key Deadlines

Manuscript Submission Deadline: 30 September 2026

Submission Guidelines

Authors should submit manuscripts of 8,000–10,000 words — excluding tables, references, captions, footnotes, and endnotes. All submissions must strictly follow the guidelines for the Journal of Marketing Management.

Authors must prepare and upload two versions:

• Complete text with author details — "Manuscript - with author details"

• Anonymous version with all identifying information removed — "Manuscript - Anonymous"

When submitting, select "Research Article" from the Manuscript Type list. On the next screen, answer "yes" to the question "Are you submitting your paper for a specific special issue?" and select the Special Issue title from the dropdown menu.

Please include a Summary Statement of Contribution and ensure figures and tables are placed at their correct location within the text.

Submit via the T&F Submission Portal for Journal of Marketing Management.

All submissions must be original and must not be under review elsewhere at the time of submission.

For the full call for papers including references, visit: https://www.jmmnews.com/brand-activism/

About the Journal

The Journal of Marketing Management, published by Routledge — Taylor & Francis Group, is a leading international peer-reviewed journal dedicated to advancing research in marketing theory and practice. It provides a global platform for interdisciplinary scholarship exploring branding, consumer behavior, marketing strategy, digital marketing, and the role of marketing in society — bridging academic rigor with practical and policy relevance across diverse organizational and cultural contexts worldwide.

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