Patagonia. Nike. Ben & Jerry’s. These are just a few of the brands taking a stand and leading the charge for change.

More than just a marketing strategy, brand activism involves brands committing to social justice, advocating for real change and aligning their values with those of their customers. But this comes with risks, downsides and darksides – to the brand, customers and society.

Join us online on Thursday 7 November, 9.30am-11.30am AEDT for Activism Amplified: Powering Brands Through Purpose, an event hosted by RMIT University’s Consumer Culture Insights Group and Centre for Organisations and Social Change.

This will bring together thought leaders from academia and industry for cutting-edge talks on the past, present and future of brand activism.

Moderator:

Associate Professor Bernardo Figueiredo

Bernardo Figueiredo works with companies and communities to create social and organisational change. Projects with industry include sociocultural analysis, consumer strategic insights, customer journey mapping, experience design, cultural branding, strategic and international marketing. Projects with communities and government include building transformational frameworks, strategic recommendations, and actionable toolkits for community engagement, behavioural change, and consumer wellbeing.

To achieve his goals, he employs diverse methodological and design tools including exploratory assessments, market ethnography, netnography, co-design workshops, in-depth interviews, focus groups, cultural probing and sociocultural analysis to propose novel insights for better human experiences and market orientation.

Panellists:

Dr Amanda Spry, Dr Harriet Gray and Karthika Kumar

Amanda Spry is a Senior Lecturer of Marketing at RMIT University, Australia. She is a branding researcher, with a focus on brand activism, transformative branding and brand equity. Amanda’s scholarship has been published in leading journals such as the European Journal of Marketing, Journal of Public Policy and Marketing and Industrial Marketing Management. She contributes to The Conversation and local and international media outlets as a branding expert.

Harriet Gray is a PhD Researcher and Lecturer at The University of Adelaide, specialising in Purposeful Branding. Her research explores how purposeful brands can address societal issues and injustices, contributing to the evolving conversation on brand responsibility in the social sphere. Harriet holds a Bachelor’s Degree in Commerce with a focus on Marketing, alongside a First-Class Honours Degree from The University of Adelaide. Beyond academia, Harriet bridges research with industry practice, previously working as the Director of Marketing at social enterprise, TABOO Period Products. In this role, she led strategic initiatives across brand management, social media, partnerships, and e-commerce, leveraging her expertise to advocate for social change through brand activism. Harriet’s experience as a Lecturer across undergraduate and postgraduate marketing courses further underscores her dedication to empowering the next generation of responsible marketers.

Karthika Kumar is a PhD researcher and academic tutor specialising in Brand Activism at RMIT University. Her research focuses on how brands can drive social change and engage with multicultural marketplaces, contributing to the discourse on brand activism and the role of marketing in societal betterment. With a background in Journalism and Integrated Marketing Communication, and professional experience in Public Relations, she is dedicated to exploring the intersection of marketing and societal advancement.

Speakers:

Jessica Vredenburg

Paper title: Strategic Opportunities for Bystander Brands: How Political Orientation Shapes Reactions to Brand Activism

Jessica Vredenburg is a senior lecturer in Marketing at Auckland University of Technology. Jessica’s primary research includes foundational work on brand activism and cancel culture, the evolution of retail and service interactions, and strategic sport marketing and sponsorship. Jessica also contributes regularly to public media as a marketing expert.

Olivier Sibai & Aya Aboelenien

Presentation title: From Advocacy to Outrage: Why and How Brand Activism Fuels Polarisation

Olivier Sibai is a Marketing Lecturer at Bath, School of Management. His main research interest revolves around social marketing, with a particular focus on violence in market and social branding. Olivier’s work has been published in outlets like Journal of Consumer Research and Journal of Public Policy and Marketing.

Aya Aboelenien is an Assistant Professor of Marketing at HEC Montreal. Her main research interest is centered around the role of ethics in the marketplace. Aya’s work has been published in outlets like Journal of Marketing, Journal of Marketing Management and Consumption, Markets and Culture.

Isha Sapra

Presentation title: Connecting Jewellery to Brand Purpose: Advancing Transformative Values Through Cultural Symbolism

Isha Sapra is a seasoned start-up founder and business executive with over 21 years of experience in business development, marketing, and consumer insights. As the former head of marketing at Tanishq, India’s leading jewelry brand, she spearheaded innovative campaigns that connected deeply with cultural narratives. Now leading her own gold startup, Isha is an expert in leveraging cultural symbolism to advance brand purpose. She is passionate about creating impactful, sustainable solutions that resonate with consumers and drive lasting change.

Dominic Counahan

Presentation title: Purpose as Strategy: How Advertising Agencies Shape Brands for the Future

After a stint in law, Dominic decided to put his media and legal qualifications to better work in advertising. Starting at Clemenger BBDO Melbourne he quickly became interested in the ideas behind the ideas. Dominic has since led the strategy function of many of Australia’s most awarded agencies working across a plethora of Australia… and the world’s most intriguing brands. Dominic Counahan is currently the Strategy Lead at Leo Burnett.

Rebecca Smallchua

Rebecca Smallchua is the founder & CEO of B Corpp Impact Marketing consultancy Harvey. Rebecca conducts customer research, brand strategy and marketing for conscious organisations in impact finance, disability, consumer goods and diversity including Thankyou, Bank Australia, Jasper Coffee, Cerebral Palsy Support Network, Studio Schools of Australia and ATEC. She's curious about the connection between impact and profit, what customers really care about and how business can be used as a force for good.

This event has been organised by Dr Amanda Spry, Associate Professor Bernardo Figueiredo and Karthika Kumar from RMIT's School of Economics, Finance and Marketing.

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Meeting ID: 452 154 963 694

Passcode: e3RMo2

Dial in by phone +61 3 9067 5001,,747297480# Australia, Melbourne

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Phone conference ID: 747 297 480#

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