Real vs. rented advocacy: How to avoid tokenism and speak with authenticity
More than ever, brands are stepping up and speaking out about social and political issues—from climate change to racial justice, from gender equality to mental health awareness. On the surface, this appears like a positive shift toward greater responsibility and empathy. Yet, it’s also sparked an ongoing debate about authenticity vs. performative activism. How do you, as a brand or a copywriter, strike that delicate balance between genuinely supporting a cause and merely sounding supportive?
In this post, we’ll explore why allyship in branding demands more than good intentions. We’ll consider the best ways to weave advocacy into your copy so it genuinely resonates with your audience, rather than risking tone-deaf “virtue signalling.”
Why Brands Are Entering the Advocacy Space
There was a time when big corporations avoided speaking about social issues, fearing backlash or controversy. But today’s consumers—fuelled by social media, global awareness, and a desire for social progress—are looking for more than a catchy slogan or an enticing discount code. They want brands that reflect their own beliefs and help drive meaningful change in society.
Studies show that people are more likely to buy from brands aligned with their personal values. For instance, a study by Edelman found that the majority of consumers globally believe brands should play a key role in solving social problems. It’s no longer enough to sit on the sidelines; brand advocacy can be a strong differentiator that fosters loyalty and trust.
The Difference Between Genuine Allyship and Performative Activism
“Performative activism” is a term that’s been popping up everywhere, and it often refers to brands (or individuals) who make a big show of support—posting a trending hashtag, changing a profile picture for a day—but never truly invest in the cause behind closed doors. In other words, there’s no follow-through or meaningful action to back up the words.
Authentic allyship, on the other hand, sees a brand not only voicing solidarity but also making concrete steps to support the community or cause in question. This could mean donating part of their profits, establishing clear internal policies, collaborating with grassroots organisations, or amplifying the voices of those directly affected. The key difference: genuine allyship doesn’t vanish when the social media spotlight shifts.
Why an Authentic Voice Matters
A brand’s tone shouldn’t flip-flop whenever a new issue trends—it should be rooted in real values.
Your brand voice is more than just a style of writing; it’s an expression of your company’s DNA. If that DNA is built around honesty, inclusivity, or sustainability, your audience will spot a disconnect if you suddenly jump on a social cause that doesn’t align with your established identity.
Remember, authenticity resonates because it feels consistent. If you’ve been championing local communities, an initiative that supports local charities or fair trade sourcing is a natural next step. But if your brand has been entirely silent on social issues and then spontaneously posts a statement about racial justice without any evidence of prior involvement, people may question the genuineness of your stance.
writing Advocacy Messaging that Truly Resonate
It’s not just what you say but how you say it—and what you do behind the scenes.
When weaving social or political advocacy into your copy, keep these tips in mind:
Align with core values
Before making any public statement, ask: “Does this fit who we are as a brand?” If sustainability is part of your ethos, advocating for environmental policies makes sense. If your business is all about local craftsmanship, championing fair wages might be a great fit.Be specific, not vague
Avoid broad platitudes like “We stand with this community.” Instead, detail how you’re supporting them. Are you donating? Have you changed internal hiring practices? Are you spotlighting underrepresented creators? Specific actions add credibility.Use empathy and clarity
If you’re discussing sensitive topics like mental health, racial justice, or LGBTQ+ rights, approach them with humility and genuine care. Show that you’ve taken time to learn about the issue, and choose language that respects and uplifts the people affected.Invite conversations
Advocacy is not a one-way street. Engage your community in dialogue. Encourage feedback. A brand might, for instance, host an Instagram Live with activists or experts to discuss the issue in depth. This level of openness can signal sincerity, especially if you show that you’re willing to learn and evolve.
Examples of Brands That Got It Right (and Wrong)
Real-world examples can illustrate the line between authenticity and performative allyship.
Ben & Jerry’s
This ice cream brand is known for taking clear, often bold stances on political and social matters—climate justice, marriage equality, racial justice, and more. They regularly publish blog posts and statements detailing their positions, partner with activists, and dedicate flavours to certain causes (often donating proceeds). The key? They’ve been doing this consistently for decades, making it feel genuine, not opportunistic.Nike and Colin Kaepernick
Nike’s ad featuring quarterback Colin Kaepernick—who famously kneeled during the national anthem to protest racial injustice—sparked both applause and criticism. Despite the controversy, Nike stood by its message, tied it to broader campaigns against racism, and backed it with charitable initiatives related to sports in underserved communities. Their long-term commitment helped reinforce that this wasn’t just a one-off marketing ploy.Pepsi’s misfire with a protest ad
In contrast, Pepsi once released an ad depicting a protest—featuring Kendall Jenner—that many felt trivialised serious social movements. The ad was quickly pulled, and Pepsi apologised. Critics saw it as a prime example of performative activism—co-opting protest imagery without real meaning or depth.
The Bottom Line: Advocacy as an Ongoing Commitment
If you’re only showing up for big headlines or social-media-ready moments, it’s not true allyship.
Ultimately, advocacy should feel like a natural extension of your brand’s core values. Consistency is everything. Whether it’s monthly donations, internal policy changes, or simply highlighting voices from marginalised communities, your actions should form a coherent storyline that matches your public statements. Over time, your audience will come to expect your authentic voice—because they trust that it’s real.
The key to weaving advocacy into your brand voice is simple in theory but challenging in practice: be truthful about where you stand, demonstrate your commitment with tangible action, and acknowledge that you’re always learning. If you do, you’ll not only avoid coming across as hollow or opportunistic—you’ll also build genuine connections with an audience that appreciates your willingness to stand up for what matters.
When your customers (and employees) can see that you’re living your values, they’ll be more inclined to champion your brand in return. It’s a two-way street of trust, respect, and shared ideals. So the next time you consider posting about a social cause, ask yourself: “Is this aligned with our deeper mission, and how are we backing it up?” Because when advocacy meets copy in a truly authentic way, you’re not just raising your brand’s profile—you’re helping to shape a more conscientious, connected world.
