Brand activism amplifies important social issues while often keeping decision-making power within the firm. Rather than focusing only on whether a brand’s position is authentic, this track examines whether relevant stakeholders have a meaningful role in shaping initiatives, setting priorities, allocating resources, and evaluating outcomes, and how activism can move from brand-controlled communication toward shared power. Brand activism becomes more meaningful when firms do not merely advocate for communities, but allow those communities to shape what the advocacy means and what the company does. The track welcomes consumer researchers, community leaders, and practitioners involved in brand-community partnerships.