From Woefully Woke to Advocate Ambassadors: A Typology of Retailers’ Corporate Sociopolitical Activism Messaging on Social Media

Due to heightened social consciousness, brands are expected to take positions on sociopolitical issues, and social media act as critical platforms for corporate sociopolitical activism (CSA). However, research has yet to thoroughly examine the CSA communication approaches companies employ on social media and the subsequent user engagement. Using George Floyd's murder in May 2020 as the study context, the authors conduct a content analysis of social media response strategies, focusing on the National Retail Federation's top 100 retailers’ Instagram communications. The analysis identified messaging themes, revealing that most retailers used a mix of polarizing and polite language. Just over half of the sample committed to internal or external CSA actions (e.g., donations, partnerships) that could foster systemic change, and for many, this took multiple messaging attempts. A typology comprising four distinct communication approaches is proposed (Silent, Advocate Ambassadors, Woefully Woke, Blissfully Blind); notably, user engagement did not significantly differ among the message strategies. The findings indicate that, in terms of social media, many companies remained silent, and overall, the sample largely avoided discussing public policy efforts. The findings reveal a lack of meaningful, integrated activism and provide CSA guidance for managers, policy makers, and advocates looking to prompt sociopolitical change.