Activism in Brands: A qualitative analysis of Generation Z’ perception on environmental brand activism as employed by fast fashion brands.

Brand activism is a recently introduced communication strategy which refers to the attempt of brands to adopt activism practices and show their societal face to their stakeholders. It is considered as the evolution of Cause - Related Marketing and Corporate Social Responsibility. Although brand activism has been widely used as a marketing strategy by many businesses the recent years, it still lacks theoretical knowledge and there has not been yet an extensive academic research on the topic. This study aims to contribute to brand activism scholarship by focusing particularly on environmental brand activism. It explores the perception of Generation Z on environmental brand activism as employed by fast fashion brands. It focuses particularly on Generation Z because they are considered more environmentally and socially active and they have more expectations from businesses that the previous generations. Brand activism will be examined under the light of cultural branding theory, which is used to explain how fast fashion brands use societal changes as opportunities for brand innovation. Twelve in-depth, semi-structured interviews were conducted with people who belong in the Generation Z and have a European nationality. The interviews were then analysed qualitatively, via thematic analysis. The findings of the study indicate that Generation Z is very concerned on the way fast fashion brands are using environmental brand activism. They express their scepticism on brand activism as a phenomenon because they feel that it is driven mostly by profit and advertising incentives. Moreover, participants underlined the importance of perceived brand authenticity and trust when they evaluate environmental brand activism. The major drawback that the fast fashion industry faces is that consumers perceive it as inauthentic. Overall, participants seemed concerned both for the implementation of environmental brand activism in the fast fashion brands’ communication strategy and they also perceived it as inauthentic.