It’s 2018, and we’re living in the midst of an activism resurgence. Not a week goes by without a media moment that marks the ever-present role of action in our society. It’s a shift that we call Pan-Activism: modern activism no longer defined by specific groups with singular, big battles, but instead characterized by small, everyday actions across a variety of groups and socio-economic levels.
In a recent nationwide study conducted with consultancy Hall & Partners, TBWA’s cultural insight studio Backslash learned that most Americans (55%) say that “Activism has come to mean more things in the past year.” Not only are more Americans participating in new, everyday forms of activism (85%), but brands have stepped into the conversation at a time when silence is seen as complicity and there is no neutral ground. In this session, Backslash will break down what Pan-Activism is, and outline four actionable strategies that brands can learn from in this hyper-polarized climate.