- On the One
8 steps towards an Activist Mindset (for brands!)
Updated: Mar 25, 2021
Ok so, what is this Activist Mindset we speak of? Well, in the first instance itโs about embracing the core values that feed activism: a desire to make changes that push for a better world and taking action to do so. And you won't need us to tell you the world has never needed more of this than now. For brands, itโs about making sure those ๐๐๐ญ๐ข๐จ๐ง๐ฌ ๐ฌ๐ฉ๐๐๐ค ๐ฅ๐จ๐ฎ๐๐๐ซ and ensuring the โdoingโ is being done. Not just when the camera's on, but behind the scenes too. With this in mind, we created a quick-start guide to embracing an Activist Mindset in 8 steps.

1). Start somewhere!
Make a donation to a charity, speak to your colleagues and customers about relevant issues, think local. Chances are your brand can be of use somewhere right on your doorstep.
Small steps can snowall into bigger action. Make a start and don't give up.
SEE: M&Sโs internal LGBTQ+ network formed 4 years ago have not only helped inform choices around Pride activations and benefiting charities but saw the business jump 100 places on the Workplace Equality Index this year through their influence.

2). Be authentic
What are your values? Do they mirror your output?ย Are you consistent?
Being clear on what you stand for and ensure your values manifest throughout will help with longevity and consistency.
SEE: Patagoniaโs core value โusing business to protect natureโ runs deep: amongst a number of initiatives they also self-impose an Earth tax of โ1% for the Planetโ that goes directly to non-profit environmental organisations.

3). Be useful
Know your place: address tensions and fill gaps.
How can you use resources you have at your disposal and give support where itโs needed?
SEE: Boots used their retail stores as safe spaces for domestic violence victims during lockdown.

4). Support grassroots
Grassroots, local communities are the beating heart of culture from music to football and everything in between: many parts are under threat.
Government grants only go so far - can you help fill gaps? Start with the roots of culture and the rest will thrive
SEE: Nike supporting womenโs 5-A-Side football tournament โPlaying For Kicksโ.

5). Be consistent
Think long-term and bake it in.
An ally doesnโt drop out when times are tough.
Even if budgets are tight, there are always ways to show up and make a difference.
SEE: Guinness donated funds to support COVID-affected bartenders in March which was later supplemented by a more long term programme โRaising The Barโ, helping pubs reopen and operate COVID-safe over the next two years.

6). Centre community
Want to support a specific community? Speak to them, involve them.
Look to your own community- what are the challenges your staff, colleagues and customers face and how can your brand support them better?
SEE: Levis โUnlabelledโ gender neutral collection is curated by Levis LGBTQ+ staff and allies.

7).Think beyond the surface
Some of the greatest work done by brands in this space does not take place on a billboard.
Representation is really important, but the work needs to happen behind behind the scenes too.
SEE: Reddit co-founder Alexis Ohanian stepped down from an all-white board of directors to make room for the companyโs first Black board member Michael Seibel.

8). Do good and the rest will follow
Itโs time to leave the egos at the door. This is not 'brand saves the universeโ, but consumers will certainly take notice if you do it right.
SEE: Luxury labels Bulgari, Gucci & Prada switching production to PPE as part of coronavirus relief.

Bonus step:
Drop us a line hello@ontheone.io and we'll help you get cracking on steps 1-8!
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