The changing face of activism: From Rudi Dutschke to Cara Delevigne

By Sophie Renhuldt

Das Private ist politisch – Kommune 1’s infamous motto has perhaps never been more pertinent than it is at present, as the zeitgeist of the 60’s protest movements persists in today’s vitriolic political climate. Whilst social conventions were once challenged by the likes of Rudi Dutschke and his army of rebellious youths, it appears that corporations and celebrities have taken the lead in matters of social responsibility.

From Starbucks’ refugee hiring plan, to Nike’s take on racial inequality, businesses seem desperate to display an authentic sense of awareness, reflecting a global marketing epidemic: brand activism. Previously apolitical companies are suddenly raising their voices, with the importance placed on being heard. And, with the exception of maybe Pepsi’s tone-deaf advertisement featuring Kendall Jenner, the commodification of activism is selling.

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