Sprout Social Analyzes Brand Activism

Sprout Social's insights indicate that brand activism, which involves companies publicly taking stances on controversial social, political, or economic issues, has seen fluctuating consumer support, dropping from 70% in 2019 to 25% in 2023 due to backlash against performative efforts like woke-washing, before rebounding to nearly half of consumers in 2025 being more likely to purchase from such brands. DEI initiatives, often targeted for rollback amid shifting policies and a contentious global climate, play a role in this dynamic, with higher engagement from demographics such as Gen Z, Millennials, and people of color.