From Promotion to Empathy: A Content Analysis of Brand Responses to Social Justice Movements

Abstract

These days, when people post a hashtag online, the expectation is that companies will join the conversation and take a stand. This study looks at how ten big global brands shaped their responses during three high-profile moments—the Black Lives Matter protests, the Stop Asian Hate rallies, and the surge of Gaza solidarity. Leaning on Framing Theory and Brand Authenticity Theory, the authors read through eighty-four public statements scattered across Twitter, Instagram, YouTube, and company press releases, noting patterns in the words used, the feelings stirred, and how honest the messages seemed. Four main frames popped up: Empathy & Action, Empathy Only, Solidarity Only, and Neutral Tone. Brands that mixed heartfelt language with specific promises-thats the Empathy & Action frame- scored the strongest trust from audiences. By contrast, blurbs that offered only symbols or kept a safe neutral tone felt shallow, triggering doubts and charges of performative activism. Platform also played a role; longer, detailed posts fit better on Twitter and in press releases, while image-first feeds demanded shorter, punchier lines. All of this drives home that talk must line up with real deeds if a brand wants to be seen as truly ethical, not just friendly in the moment. This research adds to the growing pile of articles about brand activism, realness, and online talk, giving marketers clear tips for balancing business goals, moral values, and the noisy conversation happening right now.

Keywords: Brand activism, content analysis, social justice, framing theory, brand authenticity, performative activism, digital marketing, corporate communication