10 Brands That Support Social Issues To Inspire Change

Seventy-five percent of shoppers say they’re more likely to support companies that align with causes they care about. For today’s Millennials and Gen Z consumers, it’s no longer enough for a brand to deliver quality products—they expect companies to take real action on social and environmental issues that matter. This demand has given rise to “brand activism”: when businesses use their platform, influence, and profits to drive positive change far beyond their own bottom line.

From fighting racial injustice and empowering women to championing mental health and tackling climate change, some brands are rewriting the rules of what it means to do business with a conscience. The following companies don’t just talk about making a difference—they back up their values with bold initiatives and measurable impact. This list spotlights 10 brands leading the way, each addressing a unique set of social issues, from global health and refugee rights to sustainable fashion and workplace equity.

If you’re curious how real-world activism can be woven into a brand’s DNA—or simply want inspiration for where to spend your next dollar—these stories prove that consumer choices can fuel genuine progress. Here are 10 brands that have gone beyond marketing slogans to drive real change.

1. Nike: Championing Racial Justice With “For Once, Just Don’t Do It”

Nike has never shied away from controversy when it comes to social justice. In 2018, its decision to feature Colin Kaepernick—whose kneeling protest against police brutality divided fans—marked a turning point in brand activism. Two years later, amid nationwide outrage over the killing of George Floyd, Nike transformed its iconic slogan into a rallying cry against racism. The “For Once, Just Don’t Do It” campaign flipped its legendary “Just Do It” line into a call for immediate action and introspection.

Overview of the Initiative

In late May 2020, Nike released a series of stark, text-only ads on Twitter, Instagram, and through paid media. Each post began with “For once, just don’t do it,” followed by blunt reminders: “Don’t turn your back on racism,” “Don’t accept …” or “Don’t stay silent.” The simplicity of the messages cut through the noise of traditional advertising, matching the urgency of protests sweeping the country. By leaning on powerful copy rather than images of athletes or products, Nike made its stance unmissable.

Impact and Results

The response was immediate and widespread. #UntilWeAllWin trended across social channels, and the posts racked up millions of impressions within days. According to an Acmetrix study, consumers aged 16 to 49 rated the campaign as more empowering than 98% of other ads they’d seen that year. Beyond social metrics, Nike backed its words with a $40 million pledge to support Black communities, fund advocacy groups, and accelerate diversity initiatives within its own ranks.

Lessons for Other Brands

• Move quickly in moments of social upheaval to show genuine engagement rather than calculated timing.
• Tie public messaging to long-standing brand principles—in Nike’s case, equality and fair play—to avoid perceptions of opportunism.
• Follow up bold statements with concrete internal changes, like diversity targets or financial commitments, to reinforce authenticity.

2. Patagonia: Pioneering Environmental Activism Through Corporate Structure

Few brands wear their environmental ethos as proudly as Patagonia. From early on, founder Yvon Chouinard built the business around the mantra “We’re in business to save our home planet,” and in 2022 he pushed that commitment further than anyone expected. Instead of cashing out or passing shares to heirs, Chouinard transferred ownership of Patagonia to two new entities: a trust that protects the company’s values and an independent nonprofit that receives all profits to fund environmental causes. This radical move ensures Patagonia’s mission will endure, regardless of market pressures or leadership changes.

Long before that ownership overhaul, Patagonia led the charge on sustainable apparel. Its product lines pioneered recycled fabrics, fair-trade manufacturing and repair-and-reuse programs that extend a garment’s life. By embedding activism into every level of the organization—from design and supply chain to store operations—Patagonia set a new standard for how a for-profit company can work hand-in-hand with environmental advocates.

Environmental Initiatives and Structural Commitment

• 1% for the Planet: Patagonia co-founded this alliance in 2002, pledging at least one percent of annual sales to environmental nonprofits. Today, thousands of member companies follow suit, channeling collective funds into grassroots conservation.
• Worn Wear: Launched as a mobile repair shop and online marketplace, Worn Wear encourages customers to buy used Patagonia gear, trade in old items or get rips and tears patched for free. The program has kept tens of thousands of garments in circulation, reducing waste and the demand for virgin materials.
• Patagonia Action Works: Through this platform, the company connects customers with local environmental organizations for volunteering, fund-raising and civic engagement. Grants, training and event support help small nonprofits scale their impact.
• Ownership transfer: Chouinard’s decision created the Patagonia Purpose Trust, which holds voting stock and keeps Patagonia true to its mission, and the Patagonia Environmental Fund, which receives all annual profits (estimated at $100 million+) for grants to conservation groups.

Quantifiable Impact

• Over $150 million disbursed since the launch of 1% for the Planet, with funds supporting land protection, youth education and ocean-cleanup projects.
• More than 600,000 items repaired through Worn Wear in its first five years, diverting tons of textile waste from landfills.
• Adoption of 100% traceable down, organic cotton and recycled polyester across core product lines—cutting Patagonia’s carbon footprint by an estimated 50% compared to conventional materials.
• $100 million+ routed to grassroots environmental causes each year under the new nonprofit structure, ensuring a steady flow of resources even in economic downturns.

Takeaways for Other Companies

• Embed your mission into governance: By weaving environmental goals into their legal framework, Patagonia guarantees that profit never outweighs purpose.
• Be transparent about where money goes: Publicly reporting donations, program outcomes and financial commitments builds trust and accountability with customers and stakeholders.
• Think long term, not one-off: Structural changes—like ownership transfers or sustainable supply-chain mandates—signal genuine, lasting dedication rather than a fleeting marketing stunt.

Patagonia’s example shows that ambition can outlast a single campaign. By baking activism into corporate DNA and then codifying it through legal structures, brands can lock in their values for good.

3. Ben & Jerry’s: Integrating Social Justice Into Brand DNA

Ben & Jerry’s has built its reputation on more than just rich flavors and chunky mix-ins—it has woven social justice into the very fabric of its business. Long before “purpose” became a boardroom buzzword, the Vermont-based ice cream maker took public stands on racial equity, LGBTQ+ rights, and climate change. While it operates under the Unilever umbrella, Ben & Jerry’s maintains an independent foundation and decision-making body to ensure that its progressive values aren’t diluted by corporate pressures.

That autonomy has allowed the brand to embrace bold, sometimes polarizing campaigns without blinking. Whether it’s renaming a new flavor “Pecan Resist” in solidarity with marginalized communities or filing suit against government policies that threaten the planet, Ben & Jerry’s has consistently put activism before sales—and earned loyalty from consumers who share its convictions.

Social Justice Campaigns Overview

• Black Lives Matter support: In 2020, Ben & Jerry’s issued a public statement demanding police reform and systemic change. The company’s website and social channels amplified grassroots organizers and shared actionable resources.
• Marriage equality: Back in 2009, the brand redesigned pint packaging with rainbow colors and an “All-Out” campaign encouraging people to lobby their lawmakers.
• Climate litigation: In a landmark move, Ben & Jerry’s joined a coalition of organizations suing government entities for failing to curb greenhouse gas emissions, framing environmental protection as a human right.

By using its product launches, pint labels, and social feeds as canvases for protest art and policy commentary, Ben & Jerry’s turns every scoop into an opportunity for dialogue.

Grantmaking and Partnerships

The Ben & Jerry’s Foundation operates separately from Unilever’s philanthropic arm, committing a portion of profits to grassroots groups tackling injustice. Grant cycles focus on organizations led by the communities they serve—think youth-led climate strikes, neighborhood bail funds, and queer advocacy networks. Beyond writing checks, the brand co-hosts events, funds research, and offers pro bono marketing support to amplify underfunded voices.

Strategic alliances with nonprofits like the NAACP Legal Defense Fund, Color Of Change, and local climate coalitions ensure that grants translate into measurable outcomes. Ben & Jerry’s also invites employees and consumers to nominate causes each year, creating a sense of shared ownership over where funds go.

Brand Lessons: Authenticity and Consistency

• Stay true when it’s hard: Even as part of a global conglomerate, Ben & Jerry’s proves that a clear, unwavering stance can coexist with corporate growth.
• Engage stakeholders at every level: From boardrooms to factory floors, the brand involves employees in campaign planning and gives customers a seat at the table through digital petitions and community polling.
• Tie activism to offerings: By linking new flavors and packaging to specific campaigns, Ben & Jerry’s transforms purchases into acts of solidarity, reinforcing that its mission is more than a marketing gimmick.

Ben & Jerry’s reminds us that long-term commitment and consistent messaging are crucial. When activism is non-negotiable rather than opportunistic, it becomes an integral part of what the brand stands for.

4. TOMS: Evolving One-for-One Model to Grassroots Impact

TOMS burst onto the scene in 2006 with a deceptively simple promise: for every pair of shoes you bought, the company would donate a pair to a child in need. That pioneering “one-for-one” model resonated with consumers and inspired countless imitators eager to marry commerce with charity. Yet as social and economic challenges evolved, TOMS recognized that simply matching products wasn’t enough—and in 2020 the brand announced a bold reimagining of its giving strategy. By shifting from product donations to directing one-third of its profits toward vetted impact grants, TOMS has amplified its ability to back grassroots organizations tackling mental health, education inequity, gun violence prevention, and more.

Evolution of TOMS’s Giving Model

Originally, TOMS’ launch tagline—“With every pair you purchase, TOMS will give a pair of new shoes to a child in need”—captured both hearts and headlines. The model was easy to explain, even easier to rally around, and it put millions of shoes on the feet of children in Argentina, Ethiopia, and beyond. Over time, however, critics pointed out that footwear alone didn’t address the root causes of poverty or empower local economies.

In response, TOMS pivoted in early 2020 to a profit-sharing approach. Today, one-third of TOMS’ net profits flow into the TOMS Impact Fund, which disburses grants to nonprofits selected through a rigorous vetting process. This change allows the brand to support a wider range of causes—funding mental health hotlines in densely populated cities, supplying school materials in underserved districts, and backing community groups advocating for gun reform.

Measuring Effectiveness

Since adopting its grant-based model, TOMS reports more than 100 million lives positively impacted, spanning 75 countries and dozens of causes. Rather than counting donated items, the Impact Fund tracks outcomes: how many students accessed a full school year’s worth of supplies, the number of therapy sessions made available through partner organizations, or community advocacy campaigns launched to reduce neighborhood violence.

TOMS also diversified its focus areas to mirror pressing global issues. In addition to mental health and education, the brand funnels resources into empowering women-led cooperatives and supporting clean water projects. By setting clear annual targets and publishing detailed impact reports, TOMS offers stakeholders a transparent view of where their dollars land—and how they translate into measurable change.

Navigating Cause Marketing Regulations

When a brand ties purchases to charitable giving, the Federal Trade Commission requires clear, conspicuous disclosures so consumers understand exactly how their money is used. Under the FTC’s guide for small businesses, brands must avoid vague promises like “a portion of proceeds” without specifying amounts or beneficiaries.

TOMS can reinforce trust and compliance by:

• Clearly stating “33% of net profits” on product pages, checkout flows, and in-store signage.
• Linking each campaign to a concise description of beneficiary details—e.g., “Supports mental health counseling for youth in Los Angeles.”
• Publishing an annual Impact Fund report that breaks down grant recipients, project scopes, and outcome metrics.

By adhering to these guidelines, TOMS ensures that its cause marketing remains both legally sound and genuinely informative—so every customer knows exactly how their purchase fuels grassroots impact.

5. Bombas: Sock Donation for Homeless Communities

Bombas set out to solve a simple problem—socks are the most requested item in homeless shelters, yet they’re rarely donated. By designing socks with extremes in mind—durable enough for constant wear, comfortable enough for sensitive feet—Bombas turned each purchase into a direct gift. For every pair customers buy, Bombas donates a pair to someone who needs them, closing the gap between consumer convenience and community care.

Initiative Details

Bombas products feature reinforced seams, extra-deep heel pockets, and antimicrobial yarns that help socks stay fresher, longer. These design choices ensure donated pairs meet the real-world demands of shelter residents, where laundry may only be available once a week and feet bear the brunt of daily challenges. When a customer checks out, Bombas identifies a vetted partner shelter—ranging from large nonprofits to neighborhood outreach programs—and delivers the matching pairs in bulk shipments. This “buy one, give one” model keeps the process transparent and scalable.

Demonstrable Outcomes

Since its founding, Bombas has donated over 40 million pairs of socks to more than 3,500 community organizations. Shelter directors report not only improved hygiene and foot health among residents but also a boost in morale—receiving new socks can feel like a sign of dignity, not just charity. In testimonials, caseworkers highlight that Bombas’ targeted focus on an often-overlooked need—clean, well-fitting socks—has reduced foot infections and helped rebuild self-confidence for people in transitional housing.

Transferable Tactics

• Product-first donations: Start by understanding the specific needs of your beneficiary group and engineer a product that solves real problems.
• Partner deeply: Work with local shelters or service organizations to ensure donated items reach individuals who will benefit most, rather than relying solely on mass distribution.
• Track impact: Collect feedback and statistics from partner agencies—testimonials and health metrics can turn abstract donation numbers into compelling stories of human dignity.

6. Warby Parker: Addressing Global Vision Inequality

Warby Parker shook up the eyewear industry by selling stylish, affordable glasses direct to consumers—and then turned its business model into a force for social good. From day one, the company pledged: for every pair sold, a second pair is donated to someone in need. But Warby Parker didn’t stop at product donations. Recognizing that sustainable change requires local expertise, the brand launched a vision care training program to equip community members with the skills and tools needed to deliver quality eye care long after the initial giveaway.

By pairing each donated pair of glasses with on-the-ground training, Warby Parker tackles vision inequality at its roots. In regions where eye exams and prescriptions are out of reach, trained “Visionaries” become the first line of defense—screening for poor vision, fitting frames, and running small optical businesses. This two-pronged approach turns recipients into entrepreneurs and customers into catalysts, ensuring that clear sight—and economic opportunity—stays within the community.

Program Structure

Warby Parker collaborates with local nonprofits and health organizations to set up vision screening clinics in schools, community centers, and pop-up events. At the same time, it runs the “Visionaries” training program:

• Trainees learn to conduct eye exams, select appropriate lenses, and fit frames accurately.
• Graduates receive starter kits—including lens edging machines, trays of trial lenses, and record-keeping tools—to launch their own practice.
• Ongoing mentorship and access to wholesale supplies help Visionaries build sustainable optical services.

This structure ensures that each community gains both immediate relief (new glasses) and a lasting resource (trained professionals).

Impact Metrics

Warby Parker’s data highlights the program’s scale and success:

• Over 8 million pairs of glasses distributed across more than 50 countries.
• Training of more than 5,000 Visionaries, each serving hundreds of clients annually.
• Establishment of hundreds of independent optical micro-enterprises, many achieving profitability within the first year.

Regular tracking of these figures allows Warby Parker to refine its partnerships and expand into new regions with proven methods.

Actionable Insights

• Focus on capacity, not just charity: Training local entrepreneurs turns a one-time donation into an enduring service network.
• Define and measure key outcomes: Metrics like glasses distributed, Visionaries trained, and businesses launched guide continuous improvement.
• Integrate business acumen and social purpose: Combining product donations with entrepreneurship empowers communities and amplifies impact.

By weaving together philanthropy, training, and commerce, Warby Parker shows that addressing a global health gap can be both compassionate and self-sustaining.

7. Dove: Redefining Beauty Standards and Gender Equality

Dove has become synonymous with challenging narrow beauty ideals. Since its 2004 Real Beauty campaign, the brand has used its platform to spark conversations about self-image, confidence, and gender roles. Building on that momentum, Dove launched the Self-Esteem Project and the more recent “We See Equal” initiative—turning every ad, video, and social post into a catalyst for education and equality.

Campaign Breakdown

In 2013, Dove released “Real Beauty Sketches,” a film in which women described themselves to a forensic artist, then compared those portraits to ones drawn from strangers’ descriptions. The stark difference struck a chord, generating over 114 million views in its first month and igniting a global dialogue about self-perception. Riding that wave, Dove introduced the Self-Esteem Project: a suite of free lesson plans, interactive workshops, and teacher-training modules designed to help young people deconstruct media stereotypes and build healthy body image.

In 2017, the brand expanded its focus with “We See Equal,” a campaign showcasing men in caregiving roles and women in leadership positions. By highlighting everyday examples of gender equity, Dove challenged audiences to examine—and change—their own biases.

Reach and Results

According to Dove, the Self-Esteem Project has reached over 60 million young people across 140 countries. Educators report an average 35% boost in students’ confidence and body satisfaction after integrating the program. On social media, #RealBeauty and #WeSeeEqual sparked more than 1.5 million online conversations, while partnerships with organizations like Girlguiding (UK) and Girls Inc. (US) extended the program into thousands of classrooms. Feedback from nonprofit collaborators underscores tangible outcomes: increased student engagement, new school-level policies on image and inclusion, and measurable shifts in peer attitudes.

Brand Takeaways

• Balance emotion with education. Powerful storytelling raises awareness, but educational toolkits and workshops cement real-world change.
• Partner for credibility. NGOs, schools, and local community groups lend expertise and help scale impact.
• Measure to iterate. Tracking video views, workshop uptake, and confidence survey results ensures campaigns stay relevant and effective.

Dove’s approach shows that reshaping beauty standards isn’t a one-off ad campaign. It demands a sustained commitment to education, measurable outcomes, and authentic partnerships.

8. Starbucks: Advancing Workplace Equity and Veteran Support

Starbucks has steadily expanded its social mission well beyond the café counter. From hiring initiatives for military communities to far-reaching diversity goals, the brand treats equity as a core business strategy—one that shapes hiring, training and community engagement in equal measure.

Equity Commitments

In 2013, Starbucks set a goal to hire 25,000 U.S. military veterans and spouses by 2018. Fueled by strong internal buy-in and dedicated recruiting channels, the company not only met that target but doubled it—bringing on board more than 40,000 veterans and spouses by 2025. Each new hire receives specialized onboarding, mentorship through the Veteran Support Network and access to career pathways across retail operations and corporate roles.

Starbucks has also published clear representation targets for its broader workforce. By 2025, the company aims for at least 30% of corporate positions and 40% of retail and manufacturing roles to be held by people of color. Quarterly public updates track progress against those benchmarks, while mandatory workshops and an open-source Racial Equity Resource Center help partners (employees) recognize bias, advocate for inclusive policies and drive cultural change from the ground up.

Community Engagement

Local stores often double as community hubs where partners volunteer on everything from neighborhood cleanups to food-bank drives. In 2024 alone, Starbucks partners contributed over 1 million service hours in support of causes such as youth mentorship and homelessness prevention.

On the education front, the Starbucks Foundation offers scholarships and leadership programs in partnership with nonprofits like Catalyst and UN CF. These grants underwrite continuing education for partners, support nonprofit staff development and fund mentorship initiatives that connect underrepresented students with industry leaders. By weaving volunteerism, learning opportunities and transparent progress reporting into its social impact model, Starbucks turns daily coffee routines into moments that advance equity for its workforce and the communities it serves.

9. Airbnb: Advocating for Belonging and Refugee Rights

Airbnb has built its brand on the idea that everyone deserves a place to call home—especially in times of upheaval. In early 2017, just nine days after the U.S. travel ban targeted refugees and migrants, Airbnb seized a Super Bowl ad spot to declare “We Accept,” showcasing faces from every continent and the message that no matter who you are or where you come from, you belong. That headline-making campaign was only the beginning. Behind the scenes, Airbnb’s Open Homes program offers free stays to refugees, disaster-displaced families, and frontline relief workers worldwide, turning hospitality into a direct lifeline.

Media and Messaging

Airbnb’s “We Accept” spot aired during the highest-rated television event of the year, instantly reaching more than 100 million viewers. Paired with social media teasers and a dedicated hashtag, the ad cut through the noise with its simple yet powerful visuals and inclusive voiceover. By choosing a culturally significant platform like the Super Bowl—and then amplifying it through Twitter, Facebook, and Instagram—Airbnb ensured the conversation didn’t end when the game did.

Programmatic Support

The Open Homes initiative pairs vetted hosts with guests in urgent need of shelter. Since its launch, more than 25,000 hosts across 75-plus countries have extended over 100,000 free nights to refugees, families displaced by natural disasters, and healthcare professionals during the pandemic. Collaborations with the UN Refugee Agency (UNHCR) and the International Rescue Committee help streamline referrals, vet participants, and offer on-the-ground guidance, ensuring that every match is safe and supported.

Key Learnings

• Leverage flagship events: A Super Bowl spot isn’t just advertising—it’s a statement that reverberates through earned media and public discourse.
• Marry earned and owned channels: Paid airtime kicks off the dialogue, but social media and PR sustain it.
• Walk the talk operationally: Backing advocacy with programs like Open Homes shows stakeholders that inclusion isn’t just a marketing angle—it’s baked into the business model.

10. Lush: Ethical Sourcing and Anti-Animal Testing Activism

Lush has built its brand on uncompromising ethics: every product is 100% vegetarian, free from synthetic preservatives, and crafted with fair-trade ingredients. Long before “clean beauty” became an industry buzzword, Lush pioneered naked (packaging-free) products and recyclable pots. But the company’s commitment doesn’t end at ingredient lists—it actively campaigns against animal testing and exposes social injustices through creative activism.

By turning shop counters into platforms for change, Lush invites customers to join its causes. Receipt stickers direct shoppers to online petitions, in-store displays spotlight investigative reports, and limited-edition products fund grassroots groups worldwide. This seamless blend of product ethics and public advocacy has made Lush a benchmark for brands that see purpose and profit as inseparable.

Ethical Product Standards

Every Lush formula starts with ethically sourced raw materials: unrefined, fair-trade shea butter from Ghana, bananas from sustainable cooperatives, and essential oils distilled without animal cruelty. The company’s “naked” bars—shampoos, conditioners, and soaps sold without packaging—cut plastic waste by millions of units each year. Where packaging is unavoidable, Lush uses 100% post-consumer recycled plastic and invites customers to return empty pots for a free face mask, closing the loop on single-use containers.

On the policy front, Lush collaborates with Cruelty Free International and other NGOs to lobby governments. The brand played a leading role in the global #ForeverAgainstAnimalTesting petition, which gathered over eight million signatures and helped pressure regulators to tighten bans on cosmetic testing. By integrating product innovation with legislative outreach, Lush ensures that its ethics extend from factory floor to policymaker’s desk.

Measured Achievements

Lush’s Charity Pot program channels 100% of its purchase price (minus tax) into small charities working on human rights, environmental protection, and animal welfare. Since its launch, Charity Pot has granted tens of millions of dollars to hundreds of grassroots organizations—from wildlife rescue networks to legal funds for victims of abuse. Meanwhile, the #Spycops campaign exposed undercover police infiltrations of protest groups, sparking parliamentary inquiries in the UK and law-enforcement reviews in other countries.

These tangible outcomes underscore that Lush’s activism is more than rhetoric. By reporting donation totals, petition milestones, and campaign progress on its website, the company turns abstract values into transparent metrics. Customers and stakeholders alike can track exactly how their soap bars, bath bombs, and body lotions are fueling real-world change.

Lessons for Peers

• Integrate ethics into every product touchpoint: When your ingredients, packaging, and pricing all reflect your mission, customers perceive authenticity rather than marketing theater.
• Make activism accessible: In-store prompts, social media petitions, and limited-edition launches invite participation without overwhelming first-time supporters.
• Report back with data: Publicly sharing donation figures, petition signatures, and policy wins builds trust and encourages repeat engagement.

Lush shows that a cosmetics company can be a force for social justice—and that true beauty lies in how a brand treats people, animals, and the planet.

Your Role in Inspiring Change

Every dollar you spend is a vote for the kind of world you want to live in. By choosing mission-driven brands, you can reward companies that are transparent about their goals, honest about their progress, and serious about measurable impact. Your support helps push purpose-driven practices from niche initiatives into mainstream business.

Next time you shop, take a moment to look beyond marketing slogans. Check for clear reporting—annual impact reports, specific giving percentages, or third-party audits—and ask whether a brand’s values are woven into its governance, products, and partnerships. When you back genuine authenticity, you send a signal that integrity matters more than empty promises.

Ready to make your own statement? Discover bold, non-conforming apparel at Sick Bastard Streetwear and sign up for updates. Every piece you wear can spark a conversation—and every purchase can drive progress.