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Unwrapping Brand Activism

Vork, Denise LU and Dewever, Bruno LU (2023) BUSN39 20231
Department of Business Administration
Abstract
This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. Initially we analysed nearly 30 postings with collectively over 4000 comments on the platform Reddit. This study addressed the limited literature on consumer perceptions and engagement with brand activism on FMCG packaging. The study revealed three main topics: the tangible role of brand activism, consumer scepticism towards packaging, and the conflict between... (More)
This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. Initially we analysed nearly 30 postings with collectively over 4000 comments on the platform Reddit. This study addressed the limited literature on consumer perceptions and engagement with brand activism on FMCG packaging. The study revealed three main topics: the tangible role of brand activism, consumer scepticism towards packaging, and the conflict between informative and symbolic elements. Results show how brand activism on packaging differs from other marketing tools such as advertisements on billboards; the tangible aspect of packaging creates more engagement and contribution to consumers' lives. Results show that consumers are wary of profit-driven motives but respond positively to creative and authentic brand activism. Lastly, findings emphasise the importance of balanced and genuine brand activism that respects both informative and symbolic aspects of packaging. (Less)
Please use this url to cite or link to this publication:
author
Vork, Denise LU and Dewever, Bruno LU
supervisor
organization
alternative title
An exploration on how consumers perceive and engage with brand activism on FMCG packaging
course
BUSN39 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Activism, Packaging, Consumer Engagement, Consumer Perceptions, Socio-political Issues, Consumer Resistance
language
English
id
9128729
date added to LUP
2023-06-29 09:33:12
date last changed
2023-06-29 09:33:12
@misc{9128729,
  abstract     = {{This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. Initially we analysed nearly 30 postings with collectively over 4000 comments on the platform Reddit. This study addressed the limited literature on consumer perceptions and engagement with brand activism on FMCG packaging. The study revealed three main topics: the tangible role of brand activism, consumer scepticism towards packaging, and the conflict between informative and symbolic elements. Results show how brand activism on packaging differs from other marketing tools such as advertisements on billboards; the tangible aspect of packaging creates more engagement and contribution to consumers' lives. Results show that consumers are wary of profit-driven motives but respond positively to creative and authentic brand activism. Lastly, findings emphasise the importance of balanced and genuine brand activism that respects both informative and symbolic aspects of packaging.}},
  author       = {{Vork, Denise and Dewever, Bruno}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Unwrapping Brand Activism}},
  year         = {{2023}},
}