Brands as Social Agents
Can a brand be a social actor? Or rather — should it be?
This is one of the central questions of my master’s research in Branding, and it has gained more and more relevance over the past decade, especially in the face of the social, environmental, and ethical crises that surround us.
Beyond products and services
A brand that wants to stay relevant today needs to be more than just a name, logo, or product. It needs to position itself in the world — not only in terms of market, but in values, causes, and the way it interacts with people and the planet.
In this context, a brand is no longer just a vehicle for selling. It becomes a social agent: capable of influencing behavior, generating conversations, supporting movements, and even shaping culture.
But is it up to brands to play that role?
This is where the debate gets richer. After all, should private organizations assume responsibilities that belong to the State or civil society?
The answer is not simple. But what is certain is that consumers are increasingly demanding from brands coherent, transparent, and responsible postures. And brands that ignore this demand may lose not only relevance — but trust.
Responsibility + strategy
Being a social agent does not mean positioning yourself in every cause, or trying to please everyone. It means acting with coherence, aligning speech and practice, and understanding that branding today is built not only on what you say — but mainly on what you do.
In other words: yes, brands are social agents. But they need to choose, carefully and genuinely, what kind of impact they want to generate.
HOW THIS STUDY WAS CONDUCTED
The research took place between March 2019 and June 2020 and involved 315 respondents across both quantitative and qualitative phases. Throughout the process, individuals of both male and female genders were surveyed, aged between 18 and 59, and residing in Brazil and Portugal. For the quantitative analysis, we used SPSS, a statistical software that enabled us to analyze respondent frequencies. For the qualitative analysis, we used NVIVO, a statistical software that allowed us to examine the frequency of words used by respondents in each of the questions addressed. All phases were conducted in a digital environment due to the pandemic.
