“How has a specific internet activism campaign changed your perception of a corporation or industry? What was the key information that altered your view?”
#StopHateForProfit movement
One internet activism campaign that deeply impacted my perception was the #StopHateForProfit movement, which urged major brands to pause advertising on Facebook (now Meta) in 2020 due to the platform’s handling of hate speech and misinformation.
As a performance marketer who has relied heavily on Meta’s ad ecosystem for years, I had always viewed the platform primarily through the lens of efficiency, targeting power, and ROI. But the campaign—backed by organizations like the ADL and NAACP—exposed how monetized engagement was incentivizing harmful content, and how little accountability existed despite repeated warnings.
The Key Shift
The most eye-opening detail for me was learning how Facebook’s algorithms actively boosted polarizing content because it drove more engagement—regardless of the social consequences. This wasn’t just about user behavior; it was a design decision. The campaign’s clear, visual documentation of hate-fueled pages still monetizing through ads—even after flagging—brought that to light.
The Result
It didn’t cause me to stop using Meta platforms professionally, but it redefined how I assess ethical media buying. Since then, I’ve advised clients to diversify spend, consider brand safety as a core KPI, and ask better questions about where their ads appear and what values those platforms uphold.
The campaign was a turning point—it proved that marketers can no longer separate performance from principles.
Maksym Zakharko, CMO, maksymzakharko.com
Stories of exploited workers and unsustainable production behind the scenes
An internet activism campaign that changed my perception exposed labor practices in the fast fashion industry. Before, I mostly saw brands as trendy and affordable, but the campaign revealed stories of exploited workers and unsustainable production behind the scenes. The key information that altered my view was detailed evidence showing poor working conditions and environmental harm linked directly to big names I trusted. It made me realize that a company’s public image often hides the reality of its supply chain. Since then, I’ve become much more critical about where I spend my money and have started supporting brands that prioritize ethics and transparency, proving that activism can shift not just opinions but also behavior.
Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER
#WhoMadeMyClothes campaign
One of the most striking examples of internet activism reshaping my perception of an industry was the public response to fast fashion, particularly through the #WhoMadeMyClothes campaign. For years, the apparel sector had mastered omnichannel growth and digital marketing, but this campaign exposed a glaring disconnect between their brand narratives and operational realities.
As someone who has advised retailers and global consumer brands on digital transformation, I have seen how transparency initiatives can disrupt established business models. At first, I viewed the campaign as a passing PR challenge. However, the volume and depth of user-generated content – especially direct stories from factory workers and behind-the-scenes footage – revealed the scale of the issue. The key moment for me came when I analyzed engagement metrics for several client brands: negative sentiment spikes were not only affecting brand equity but also driving measurable shifts in conversion and retention. This was not just noise on social platforms; it was a structural risk to long-term growth.
What altered my view was the realization that digital activism now influences consumer decision-making at a level that outpaces traditional marketing levers. The campaign did not simply generate awareness – it changed purchasing behavior and forced leadership teams to reconsider their supply chain visibility and communication strategies. In consulting sessions, I began to see C-suite executives move from defensive posturing to proactive transparency, driven by data showing direct links between campaign sentiment and sales performance.
This experience reinforced a core principle I now emphasize in my work with ECDMA members and clients: digital reputation is not managed solely by marketing teams. It is a cross-functional responsibility that requires operational alignment and honest communication. Internet activism campaigns like #WhoMadeMyClothes have proven that consumers are not just buyers – they are researchers, advocates, and, at times, investigators. For organizations, the path to sustained growth involves more than compelling storytelling; it requires the operational discipline to back up every claim, knowing that scrutiny is now a permanent feature of the digital landscape.
Eugene Mischenko, President, E-Commerce & Digital Marketing Association
