Exploring the Impact of Brand Activism on Consumer Engagement and Corporate Outcomes in the Pharmaceutical Industry

Abstract

Brand Activism, in which firms communicate their perspectives on social and political issues, is gaining appeal among marketeers and academics. However, this strategy is linked to politically and culturally sensitive matters, which raise the risk of reputational and financial losses if not handled effectively. One of the most essential lessons learned from brand development is that consumer engagement is critical to brand reliability and advancement since it is a leading indicator of sales volume, cost reduction, and brand recommendations. Despite the rising tendency in other businesses, the pharmaceutical industry has yet to adopt many public opinions on these concerns. This study seeks to fill this vacuum by investigating the influence of brand activism activities on customer attitudes and behavior toward the sector, as well as assessing and categorizing the many types of brand activism campaigns undertaken by pharmaceutical businesses. The study utilizes qualitative research methods, such as theme analysis of interviews and campaigns. The study's findings show the usefulness of discussing concepts such as empowerment, mental health, and empathy in developing deeper customer interactions. It also emphasized the necessity of strategic and ethical communication in building brand trust and reputation in the business.