Activism ads: How influencers turn causes into sales
Social media influencers have long been using their platforms to sell products, but now many are pairing those promotions with activism. Whether it's supporting environmental causes or advocating for social change, influencers are increasingly blending prosocial messaging with product ads. According to new research from the Stockholm School of Economics (SSE), this combination can be highly effective—driving higher engagement and even increasing purchase intentions.
The research, led by Jonas Colliander and colleagues, shows that activism in sponsored posts lowers consumers' defenses by reducing perceived selling intent. This means viewers are less likely to see the post as purely a sales pitch and more likely to spend time exploring the promoted product.
"Incorporating activism into product promotions allows influencers to keep their authenticity while still driving sales," says Colliander, associate professor at SSE's Department of Marketing and Strategy.
The study, which included a behavioral pilot and several experiments, found that consumers who see activism in influencer posts spend more time on the product website and are more inclined to make a purchase. The reason? Posts that include a cause seem less like traditional marketing and more like an extension of the influencer’s values, reducing the "persuasion knowledge" that consumers often use to guard against marketing tactics.
Cynicism can break the spell
However, this effect isn’t guaranteed. Consumers with higher levels of cynicism – those who are already skeptical of influencers and marketing – are more likely to view the added activism as manipulative. For them, mixing a cause with a product promotion can seem disingenuous, increasing their resistance to the message.
"Consumers who are already suspicious of influencers might see this as just another marketing ploy. For them, activism in ads can actually backfire," says Colliander. "It’s crucial for marketers to understand their audience before employing this strategy."
Fit matters: The right influencer for the right cause
The research also highlights the importance of influencer-cause congruence. When an influencer’s personal brand naturally aligns with the cause they’re promoting, the positive effects of activism in sponsored posts are amplified. If the cause feels authentic to the influencer, consumers are more likely to trust the message and engage with the product. But if the influencer and the cause seem mismatched, the post can feel manipulative, undoing any potential benefits.
For example, an influencer known for promoting sustainable lifestyles is far more likely to succeed when endorsing eco-friendly products with an environmental message. In contrast, if that same influencer promoted something unrelated, like high-end luxury items, it could backfire, damaging both their credibility and the effectiveness of the promotion.
"Influencers and brands need to ensure that the causes they promote align with their core values. It’s all about authenticity. When it feels forced, consumers will see right through it," advises Colliander.
A strategy for today’s consumers
This research offers important insights for marketers looking to stay relevant in a crowded digital space. As traditional marketing becomes less effective, combining authentic activism with product promotion can help brands stand out. However, this strategy must be executed with care. Matching influencers with the right causes and targeting audiences that are less cynical can make a significant difference in campaign success.
For marketers, the key takeaway is clear: blending activism with influencer marketing works, but only when the cause fits, and the audience trusts the message.
For more details, please contact:
Jonas Colliander
Department of Marketing and Strategy, Stockholm School of Economics.
Email: jonas.colliander@hhs.se
Authors
- Liyu Gao, University of Edinburgh
- Ben Marder, University of Edinburgh
- Ewelina Lacka, University of Edinburgh
- Jonas Colliander, Stockholm School of Economics
Read the journal article:
