How Can We Influence Wider Change? Read our Industry Report…

Here at the Better Business Network (BBN) we are delighted to launch our brand new 2024 Campaigns & Brand Activism Industry Report which aims to establish the actions, challenges, and positive impacts that campaigns & brand activism can have in the UK.

The report, which was based around the BBN’s ‘Catalyst Conversations’ brings together industry experts as well as publicly sourced available data to provide a cross-section perspective on campaigns and brand activism and its impact on businesses and consumers. 

You can download the report by filling out the form at the bottom of this page! 

The report poses the question ‘How Can We Use Campaigns To Truly Create Wider Positive Change?’, with Catalyst Conversation participants bringing their unique insights and experiences to add to the existing data. 

All 13 Catalyst Conversation participants believed that campaigning could be used by businesses to enable change. Campaigns are an effective method of communicating with audiences, changing perceptions and creating real-world positive impacts. However, doing this successfully is challenging considering ever-changing discourses. 

The report delves into a series of ways businesses can use campaigns and brand voice to create positive change, including increasing one's knowledge; being more transparent; collaborating; being relatable; and how to achieve long-term goals. Each of these provides a unique set of opportunities and risks for businesses to navigate. 

A majority of businesses believe that small-scale brand activism is the gateway to creating larger change. Over 60% of participants have directly used successful business collaboration to achieve their campaign outcomes. 

A study by The Innovation Group, indicates that 90% of consumers believe businesses have a responsibility to act in a positive way which considers social and environmental action. The report builds on these findings, helping to clarify the way businesses can use campaigning to both appeal to consumers as well as to create significant change. 

Across different sectors, campaigns and timeframes, a range of techniques are used to carry out the campaigns. The two most prominent were the carrot and stick methods, whereby the positive or negative actions of something were highlighted and used to influence audiences and change the discourse. 

These techniques were particularly effective at shifting what is socially acceptable, known as the Overton window, as well as appealing to consumer expectations and using campaigning as a force for positive change. 

The BBN report gives readers tangible steps to take in order to increase their impact, measure success and create long-term change. 

James Dady, The Better Business Network, Head of Community and Catalyst Conversation Moderator

“As consumer expectations continue to grow for companies to lead the way, demonstrate their commitment to values and take action on social and environmental issues, we are seeing more businesses engage in campaigning and brand activism work. We wanted to encourage firms to take a stance, but to do so in a way that elevates it beyond just a marketing ploy and towards having real impact. Hopefully this report can give you some valuable insight into the challenges and opportunities here.”

Izzy Howden, Make My Money Matter Senior Campaign Manager

“As we see more and more individuals and organisations looking for ways to understand and improve their climate impact, it is fantastic to have tools like the new Better Business Network report that empowers them to utilise campaigns to drive urgent and positive change. We need all sectors - from businesses to non-profits - to play a role in changing the current system to one that will prioritise a liveable future for all.”