Bold Moves and Quiet Crowds: How Self-Construal Shapes Consumer Response to Brand Activism
Brand activism is everywhere. From rainbow logos during Pride Month to climate pledges and reproductive rights campaigns, brands are increasingly expected to take a stand. But not all stands are equal—and not all consumers respond the same way.
In a Journal of Business Research article, Geetanjali Saluja and I explored a new dimension of brand activism: how consumers’ self-construal—whether they see themselves as independent or interdependent—shapes their response to brands that support or oppose prevailing public opinion.
The findings? Independent consumers admire brands that go against the tide.
They see activism that challenges mainstream views as bold, courageous, and worthy of attention. Interdependent consumers, by contrast, prefer brands that align with popular opinion—those that “blend in” and reinforce group norms.
What Is Self-Construal?
Self-construal refers to how people define themselves:
Independent self-construal: “I am unique, autonomous, and separate from others.”
Interdependent self-construal: “I am connected, relational, and part of a group.”
These orientations shape how people process information, make decisions, and evaluate brands. Independents seek distinctiveness. Interdependents seek harmony.
What We Found
Across four studies, we tested how consumers responded to brand activism on socio-political issues—like same-sex marriage, abortion, and climate policy. We manipulated whether the brand supported or opposed prevailing public opinion, and whether participants were primed to think independently or interdependently.
The results were clear:
When brands opposed mainstream opinion, independent consumers responded more positively than interdependents.
When brands supported mainstream opinion, both groups responded similarly.
Perceived boldness was the key driver—independents admired brands that stood out, even if the stance was controversial.
Strategic Implications for Brand Dummy Clients
This research offers a new lens for designing brand activism strategies—especially for clients navigating polarized markets or niche positioning.
Here’s how we apply it:
Audience Profiling Beyond Politics: Instead of segmenting by ideology, we help clients assess whether their audience leans independent or interdependent. This opens up cross-cultural and cross-demographic insights.
Activism Framing: For independent audiences, we frame activism as bold, disruptive, and identity-driven. For interdependent audiences, we emphasize shared values, social harmony, and collective progress.
Risk Calibration: Brands targeting independents may benefit from taking unpopular stances—if framed as principled and courageous. Brands targeting interdependents should avoid unnecessary controversy and focus on consensus-building.
Real-World Examples
Chick-fil-A’s opposition to same-sex marriage was controversial—but admired by some independent consumers as a bold stance, even if they disagreed with the content.
Nike’s Colin Kaepernick campaign challenged dominant narratives and resonated with independent consumers who saw it as a stand for individuality and justice.
Unilever’s Dove campaigns often align with prevailing public opinion on body positivity—appealing to interdependent consumers who value social cohesion and shared norms.
What This Means for Resilient Branding
At Brand Dummy, we believe resilience isn’t just about surviving backlash—it’s about knowing when to stand out and when to stand together. This research helps us decode not just what your brand says, but how it’s heard—by different minds, in different moments.
Because in brand activism, courage is contextual. And trust is built not just by taking a stand—but by knowing who’s watching.
Reference Article
Saluja, G., & Chan, E. Y. (2025). Going against the tide: How self-construal moderates receptivity towards popular brand activism. Journal of Business Research, 190, 115228.