Consumer activism is most obvious at high-key moments that involve polarizing issues or people. In recent years, the Trump name and brand, guns, and transgender and gay rights have all flared up and attracted boycotts, or at least headlines, that have threatened to lose retailers business.
About a year ago, Nike decided to flip the script on that by tapping Colin Kaepernick, the quarterback who endangered his football career with his kneeling protest against police brutality toward people of color. That invited hot reactions from all sides, but most marketing experts seem to agree that it elevated the brand in the minds of younger consumers who care about fairness.
