Why The Body Shop shouldn’t have failed in an age when consumers want activism from their brands

Dr Zoe Lee, Reader (Associate Professor) in Marketing at Cardiff Business School, has co-authored an article in The Conversation which argues that in the age of activism, The Body Shop – a global beacon of ethical retailing, shouldn’t have failed.

Within the article, academics examine The Body Shop’s collapse, pinpointing problems with activism fatigue, dwindling brand bravery, and falling short of true transformation. How The Body Shop could reclaim its activist brand heritage is also highlighted.

Read the full article in The Conversation: The Body Shop shouldn’t have failed in an age when consumers want activism from their brands. What happened?

The article draws upon research in a paper by Dr Zoe Lee and academics from RMIT University, Auckland University of Technology, and the University of Portsmouth. Read the full paper: From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity, which is published in the Journal of Brand Management.