We are thrilled to spotlight Serkan Saka, one of our new assistant professors, whose research on brand activism is already making waves in both academia and the industry. Serkan’s work explores the intricate dynamics between consumer behavior, corporate strategy, and societal change. His recent roundtable session at the Association for Consumer Research Conference in Paris, France, titled “A Global Perspective on Brand Activism and Consumer Movements,” explored the rising expectations for companies to engage with social and political issues. This rise in brand activism signals a major shift in how consumers and corporations interact, with profound implications for businesses worldwide.

“The experience was great!” Saka remarked while reflecting on his recent presentation in France. He chaired and moderated a roundtable discussion that included 12 panelists and audience members who participated. “We formed a large circle making the conversation about the research more informal and laid back where folks felt safe and comfortable to share ideas and inspire engaging discussions.”

Serkan’s research examines how companies navigate the risks and opportunities of brand activism, particularly in the face of consumer movements such as boycotts and buycotts. His work emphasizes the importance of authenticity in corporate responses, as businesses face increasing pressure to align their values with consumer expectations. Serkan’s global perspective highlights how brand activism varies across different socio-cultural regions, offering valuable insights into how companies can adapt their strategies based on local political and cultural climates.

In addition, his research addresses the challenges brands face in a polarized world, where taking a stand can alienate certain customer segments while strengthening ties with others. Through rigorous analysis, Serkan explores how companies can implement effective brand activism strategies that resonate with diverse audiences, while mitigating the risks of backlash from consumer activism. His work is not only theoretical but also practical, providing guidance for policymakers and business leaders navigating this complex landscape.

Alongside Serkan, Mithila Guha, another new assistant professor, adds depth to this area of study. Her research also focuses on brand activism, enriching the dialogue on the cultural and political factors influencing consumer behavior. Together, Serkan and Mithila are shaping the future of research on brand activism, helping businesses understand and respond to the rapidly changing expectations of today’s purpose-driven consumers.