The Power Shift – Advertising as a Tool for Social Change
In recent years, advertising has evolved beyond selling products, it now shapes public perception and fuels activism. Brands are increasingly partnering up with social movements, not just to market but to advocate. Nike’s 2018 ad with Colin Kaepernick is a landmark example, signaling corporate support for racial justice while sparking both praise and boycott.
This blending of commerce and conscience highlights a shift in power: companies can now boost an activist message to global audiences. As one article explains, “Advertising has increasingly been used as a tool to spread messages of justice, equity, and resistance” (Moonstorming, 2021).
For media managers, this means navigating brand partnerships that can legitimize a movement, or change its message. When done authentically, advertising becomes a major supporter for change. Although, if misused, it risks destroying the cause. Understanding this power shift is essential for managing a movement’s narrative in today’s media landscape
