The first chapter of "Political Frustrations in the 2020s" examines the growing scrutiny surrounding celebrity activism and the rise of brand engagement with social causes in an increasingly digital world. As celebrities take on roles as social advocates, public perception often oscillates between admiration and scepticism, with many questioning whether their motives are genuinely rooted in a commitment or merely serve to bolster their brands. This scrutiny extends to brands, which, like celebrities, are often accused of exploiting social causes as marketing tools rather than committing to substantial change. By exploring these trends, the chapter delves into the broader frustrations of a public that feels increasingly detached from what they perceive as performative activism, setting the stage for further discussions on authenticity in a media-saturated era.

Symptoms of an ever-growing frustration: the scrutiny of celebrity activism and the rise of brand engagement

My long passion for video commentaries led me to today’s topic. In a politically charged climate, celebrity activism has increasingly become a focal point of public discourse. After watching multiple videos on digital activism, and celebrity activism, reactions are similar (all videos are later linked in this article). As the public grows more socially aware and digital platforms offer a space for constant commentary, the involvement of celebrities in political and social issues is met with a blend of admiration, scrutiny, and scepticism. The rise of celebrities—from musicians and actors to social media influencers—as political advocates has sparked debate about the authenticity of their activism. Are these figures truly invested in the causes they champion, or are their actions motivated to enhance their public personas?

This first article in the series examines how the rise of celebrity activism reflects broader frustrations in the political landscape, characterised by mistrust and a sense of detachment from reality. This exploration delves into the motivations behind celebrity activism, likening it to brand activism, where personal image becomes a tool for self-branding. By investigating this trend, we aim to shed light on the mechanisms that lead audiences to feel disconnected from these displays of activism, setting the stage for the next chapter.

The motivations for celebrity activism are complex and multifaceted. For many public figures, engagement with social issues represents an opportunity to wield their influence for the greater good. However, the intense scrutiny surrounding their actions also raises significant questions about the authenticity of their advocacy. Are these figures driven by a genuine desire to effect social change, or do their actions reflect a calculated attempt to enhance their public personas?

This scrutiny is not unfounded. With the rise of social media, celebrities are under constant observation, and any misstep can lead to a swift backlash. As a result, some celebrities may engage in what is known as performative activism—acts that prioritise public perception over genuine social engagement. Activism is considered performative activism when visible actions lack substance, often resulting in a superficial engagement with the issues at hand. In this context, social advocacy becomes a tool for image management rather than a vehicle for meaningful change.

Celebrity activism: a complex mix of motivation and self-branding

After a review of the small batch of video commentaries and speeches, the reasons behind celebrity activism are as varied as the public figures themselves. Many celebrities view their platform as a means to prompt positive change, leveraging their influence to bring attention to social issues. This use of celebrity power is complicated by the intense scrutiny that comes with it. Unlike grassroots activists or non-profit organisations, celebrities are often seen as outsiders to the causes they endorse, and their actions are routinely questioned for potential conflicts of interest or perceived hypocrisy.

The rise of social media has only intensified this scrutiny, creating a virtual magnifying glass under which every celebrity action is analysed and critiqued. Any misstep or perceived inconsistency can lead to criticism. This is especially true for celebrities who engage in what has been termed “performative activism”—where the focus is on visibility rather than substantive action. Performative activism often prioritises public perception and brand management over genuine engagement with the issues brought up. While some celebrities genuinely seek to promote change, others are accused of using social advocacy for image management, capitalising on popular concerns to bolster their public persona without necessarily committing to the cause.

The motivations for celebrity activism can be linked to the increasing prevalence of personal branding in today’s culture. In a sense, celebrity activism functions similarly to brand activism; by endorsing certain causes, public figures effectively market themselves. They draw on their private lives and public image to craft a narrative that resonates with their audience. However, as these behaviours blur the line between self-expression and self-promotion, it complicates public perceptions of authenticity, contributing to a broader frustration with political discourse.

The rise of brand activism: balancing social responsibility and consumer expectations

The scepticism surrounding celebrity activism resonates with brand activism, where companies align themselves with social or political causes to appeal to ethically-minded consumers. A literature review published in the International Journal of Studies in 2023 highlights that this trend is a shift in the consumer-brand relationship, where brands are increasingly expected to take a stance on social issues. According to scholars, brand activism represents an attempt by companies to differentiate themselves in a crowded marketplace, engaging with societal concerns to build consumer loyalty and foster positive brand identity. Defining studies started in 2018, underlining this growing trend in the 2020s.

At its best, brand activism offers businesses a chance to contribute meaningfully to social progress. This helps build trust and fosters a loyal customer base, sharing similar values. According to a study on Finnish influencers (2021), there are rewards for speaking up. It is well-received and extends influencers’ clout on social media. However, as witnessed with commentaries' videos, when companies engage in activism without a genuine commitment, they risk being accused of “woke-washing” or using social causes as a superficial marketing tool. This perception can backfire and damage brand credibility, as audiences can identify when a brand’s activism appears opportunistic or insincere.

Brand activism’s success hinges on authenticity and consistency. For brands to maintain consumer trust, their actions must align with their core values. The need for this alignment underscores the delicate balance companies must strike between social responsibility and marketing, where a misstep can undermine both their image and their efforts to contribute to social change. As brand activism continues to evolve, it becomes clear that companies cannot merely adopt a cause; they must integrate it meaningfully into their business practices and organisational ethos.

Social marketing and growing distrust in traditional political actors

The increasing prominence of brand activism is partly a response to a broader societal shift: a growing distrust in traditional institutions. In a Forbes publication in 2022, The Alliance Manchester Business School reports the Edelman Trust Barometer has shown that confidence in government, the media, and other political authorities is dwindling. In this context, consumers expect businesses to fill the void, using their influence to drive social change. Social marketing has emerged as a strategic tool in this landscape, where brands attempt to foster positive societal change while catering to consumer expectations.

Social marketing represents a dual effort, combining the pursuit of social progress with business objectives. One main concern arises from revising the literature review in “Impact of Social Issues in Marketing” (2021). By aligning their marketing strategies with societal concerns, brands aim to enhance their image and deepen customer loyalty while promoting behaviours that align with their values. This tactic allows businesses to connect with consumers on issues they care about, ranging from climate change to racial justice. However, it also reflects a broader trend of utilising consumer expectations as a competitive advantage, as brands seek to align with ethically-minded consumers in a way that transcends traditional advertising.

The growing demand for brands to address social issues reflects a public yearning for more responsive and responsible entities. When political institutions are seen as ineffective or untrustworthy, businesses have a unique opportunity to fill the gap. Yet, as brands navigate this complex landscape, they must also confront the reality that their actions are often perceived as self-serving. This trend underlines the difficulty of maintaining credibility in an era where brand activism can easily come across as opportunistic or detached from genuine commitment.

Influencers as key players of social marketing and brand activism

In addition to celebrities and traditional brands, influencers have emerged as influential players in social marketing. With their direct access to niche audiences and substantial reach, influencers can amplify social messages and mobilise support. Although initially a tool for product promotion, influencer marketing has evolved into a powerful platform for social advocacy and brand activism. Danielle Wiley's op-ed in Forbes (2022) highly resonates with the Finnish study on influencers and reassesses the necessity of social marketing as useful in this ever-evolving industry. Indeed, by aligning with causes that resonate with their values, influencers can enhance the credibility and reach of social initiatives, often partnering with brands to promote shared social and political agendas. It is useful for brands as consumers and audiences expect businesses to take political stances on social media. Nonetheless, moot points remain in establishing a reliable partnership and credible image to audiences (Wiley, 2022).

Emily Hund highlighted that the influencer industry requires transparency and ethical standards in the Harvard Business Review (2024). As regulatory bodies introduce guidelines to ensure that influencers disclose their commercial relationships and avoid endorsing harmful products, influencers are increasingly held to a higher level of accountability. For influencers to maintain credibility, their partnerships must align with their values, as audiences still perceive and call out perceived dishonesty.

All authors quoted here agree. The relationship between influencers and their audiences is built on trust, which can be fragile. Influencers must navigate their roles carefully, ensuring their advocacy aligns with their beliefs and resonates with their followers. Studies indicate that influencers with large, engaged audiences are more likely to discuss political topics, especially those that align with their values. This feedback loop reinforces influencer engagement with social causes, as positive audience response encourages further activism. In this way, the influencer-audience dynamic becomes an essential factor in the success of social marketing initiatives, with influencers wielding significant power to shape public opinion.

The role of regulation in ensuring ethical standards and transparency

As the lines between activism, marketing, and entertainment blur, regulatory oversight becomes increasingly necessary. It is further prompted by consumers asking for transparency. In Europe, for example, regulations mandate that influencers disclose commercial relationships, refrain from promoting misleading or harmful products, and ensure the honesty of their endorsements. These guidelines are designed to protect consumers and promote ethical practices in an industry that has experienced exponential growth yet remains relatively unregulated.

For influencers, abiding by ethical standards is necessary for maintaining credibility and fostering audience trust. In my research for this article, and as seen above, I relied on Forbes’ op-eds to understand how the marketing business tackles these issues. Michael Kuzminov bracketed the responsibilities and ethical strategies (2023). All in all, brands should conduct assessments of potential influencer partnerships, ensuring influencers are aligned with their values and prioritising transparency over short-term gains. When partnerships lack authenticity, they can damage the credibility of both the brand and the influencer, alienating consumers' demands at the same time.

Despite these efforts, a fundamental question remains: do new regulations facilitate meaningful change, or do they merely reinforce the transactional nature of these relationships? As consumers become more attuned to the nuances of social marketing and brand activism, the challenge of achieving genuine engagement grows. While regulations help ensure transparency, they cannot replace the need for authentic, sustained commitment from brands and influencers.

Conclusion: the challenge of authenticity in celebrity and brand activism

One thing is clear: public perception is a powerful force shaping the impact and credibility of social marketing efforts. Today’s audiences are more discerning than ever, adept at spotting the difference between genuine advocacy and mere performance. This heightened scrutiny holds brands and celebrities accountable and defines their ability to resonate with the public. At the heart of this discourse is a question that grows more pressing by the day—are these acts of advocacy driven by true commitment, or are they calculated moves for commercial gain?

As activism blends with marketing, the gap between advocacy and self-interest has faded. For brands and celebrities, this means reconciling their desire for influence with a public that demands authenticity and social responsibility. The stakes are high, as audiences look to these figures not just for entertainment or products but for genuine engagement with social issues that matter to them.

Looking ahead: how public opinion shapes activism’s impact

Next time, we will focus on the audience's role in this evolving narrative. How do consumers sift through the noise to determine what is sincere or simply image management? With trust in traditional political institutions continuing to erode, more of this burden falls on the shoulders of celebrities, influencers, and brands. We’ll dive into how public opinion can either bolster or undermine activism efforts, especially as the commercialisation of social causes becomes more widespread. By exploring audience expectations and reactions, we aim to uncover how public sentiment is reshaping the landscape of activism in the 2020s and what this means for the future of social engagement in a media-driven age.