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Brand activism in the era of permacrisis: systematic literature review and future research agenda

Tatiana Anisimova et al.

Journal of Marketing Management2025https://doi.org/10.1080/0267257x.2025.2488800article
AJG 2ABDC A
Weight
0.52

Abstract

Permacrisis - the perpetual state of facing complex and interconnected crises - has been identified as the forces that impact society as a whole. Brand activism (BA) has been emerging as a response whereby companies engage with divisive socio-political crises. However, the BA literature has not adequately addressed the new role that companies should play in mitigating the effects of permacrisis. We conduct a systematic literature review of 44 papers published between 2016 and 2024, applying the ADO framework. Our SLR inductively builds a framework of brand activism in the permacrisis that integrated themes across micro, meso and macro crises. Additionally, we highlight the interplay between necessity and opportunism in BA within the permacrisis context, offering new insights into its operations and mechanisms.

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https://doi.org/https://doi.org/10.1080/0267257x.2025.2488800

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@article{tatiana2025,
  title        = {{Brand activism in the era of permacrisis: systematic literature review and future research agenda}},
  author       = {Tatiana Anisimova et al.},
  journal      = {Journal of Marketing Management},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/0267257x.2025.2488800},
}

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Brand activism in the era of permacrisis: systematic literature review and future research agenda

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Evidence weight

0.52

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.47 × 0.4 = 0.19
M · momentum0.68 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.