Credit: Amy Kumler/Courtesy Patagonia Ad Age publishes a series of case studies and trend reports exclusively for Ad Age subscribers. Subscribers can instantly download the latest trend report here. Or learn more about Ad Age membership levels and benefits here. This month, contributing writer Michael Applebaum takes an in-depth look at how brand activism is evolving in the post-Trump, post-COVID, post-BLM era: a phenomenon we’re calling Brands As Citizens. Perhaps it’s time to add a “v” for values to the traditional 4P’s of marketing. Brand activism is more abundant than ever, and that’s no coincidence. Research suggests that consumers are more likely to reward companies and brands that stand up for the issues they believe in. Brands like Nike, UPS and Toyota that are recognized for their high commitment to purpose have grown at more than twice the rate of others, according to a 2020 Kantar report.