(in)Authentic Brand Activism: How to Engage in Social Movements like BLM

Mitch Hamilton and Julian Saint Clair

Thursday, July 9
11 a.m. - 12 p.m. PDT
Zoom Webinar


During times of social and political unrest, many companies struggle to effectively position their brands on the right side of justice. Opinionated messaging may alienate certain segments of the market, while generic statements, fence-straddling, and silence reap no benefits. For some brands this creates a conundrum, but for other brands it’s business per usual. Drs. Mitchell Hamilton and Julian K. Saint Clair discuss best practices for meaningful brand engagement campaigns that serve social movements. This interactive webinar also illuminates the art and science of authentic brand storytelling that seamlessly integrates into contemporary social and political narratives.


Mitch Hamilton is an associate professor of marketing at Loyola Marymount University. It was during his time spent with the social psychologists that Mitch discovered he was wildly fascinated by human behavior, more specifically consumer behavior. Driven by this fascination, he developed a healthy appetite for learning about the psychology behind consumption, and his research soon became a feeding mechanism. As a doctoral student, he capitalized upon a unique opportunity to be simultaneously trained in quantitative modeling by the marketing department and experimental design by the social psychology department. Mitch Hamilton earned a B.S. in marketing from San Diego State University, an MBA from Clark Atlanta University, and a Ph.D. in consumer behavior from Syracuse University. Mitch began teaching marketing at LMU in the fall of 2012. Prior to his arrival, he was an instructor at Syracuse University, a market research analyst and he worked for a collegiate athletics marketing department.

Julian Saint Clair is an associate professor of marketing at Loyola Marymount University. His research interests include consumer self-concept and information processing as drivers of branding and advertising response, judgment and decision making. He has presented his work at the Society for Consumer Psychology and the Association for Consumer Research, two leading conferences in the field of consumer psychology. An American Marketing Association (AMA) - Sheth Consortium Fellow in 2011, he has been recognized by the Ph.D. Project, AMA Foundation and National Black MBA Association for academic excellence. Professor Saint Clair earned a B.A. in business administration with a concentration in marketing from Clark Atlanta University, an M.S. in business administration from the University of Washington, and a Ph.D. in marketing with a concentration in consumer psychology from the University of Washington.