Mickey Mouse Takes a Stand: Does Sociopolitical Activism Change the Disney Story?

Description

This case presents the Walt Disney Company’s (Disney’s) involvement in Florida House Bill 1557, the Parental Rights in Education Act, known by opponents as the “Don’t Say Gay” bill. It can be used to help students consider activism from a multi-stakeholder perspective and the potential consequences of engagement to a company’s brand image (i.e., reputation) and business. The case presents a chronology of the events and company statements as the firm responded to consumer and organizational actions, enabling students to explore the challenges associated with: (1) aligning activism with brand purpose, (2) engaging in activism in a way that strengthens the consumer-brand relationship, (3) managing activism that may create conflict between two or more stakeholders (e.g., employees and consumers), and (4) aligning activism efforts with business growth. Consequently, the case offers opportunities to dive deeply into brand activism, corporate responses to activism, and marketing’s role in advocating for consumers and protecting the brand.

Keywords

marketing