Open Access

In today’s world, capitalism, global warming, pandemic, and political inequality have found their ways in society’s midst and have fuelled each other into an “ecosystem of wicked problems”. This has led brands like Ben & Jerry’s, Patagonia, and Benetton to make it their mission to impact social and environmental issues positively through taking a stand and influencing different points in that ecosystem. These actions can be summarized as brand activism. As Brand Activism is a relatively young field of study, this master thesis aims to investigate the factors influencing consumer perception towards brands participating in socio-political issues using a qualitative research methodology. The author conducted semi-structured interviews with 21 consumers and marketing experts in Austria. The findings include four main factors influencing consumer perception, which are (1) relevance, (2) brand reputation, (3) awareness, and (4) consumer behaviour, leading to the conclusion, that brands that align with consumers' values and beliefs, and are perceived as authentic, consistent, impactful, and relevant, are viewed positively. This study contributes valuable insights for managers seeking to engage in social and political issues effectively. The findings offer a basis for future research and the development of a propositions. The thesis highlights the importance of Brand Activism and provides guidance for managers to create more thoughtful and targeted responses to consumer needs.