Care-based corporate sociopolitical activism: identifying dark sides and envisioning an ethical framework

Although corporate sociopolitical activism (CSA) has gained traction in research and practice, little is known about its potential dark sides - especially from the consumer’s perspective. We address this gap by examining how CSA can burden or harm consumers, beyond typical economic risks to firms. We identify and categorise six dark sides into two overarching themes: (1) emotional and cognitive burden (individual level) and (2) public division and harm (societal level). These underscore the ethical complexities of CSA and the need for a revised, more responsible approach. Inspired by emerging CSA practices that prioritise empathy and connectedness over neoliberal logics, we introduce an ‘ethics of care’ to the CSA literature as an alternative moral guideline. A care-based CSA approach is proposed, including an audit tool and strategic solutions to manage negative consequences. This reimagines CSA as a form of moral responsibility that emphasises relationships, interdependence and responsiveness in ethical deliberations.