Background: Yo-Chi is the Aussie-owned frozen yoghurt chain that's blown up over the past few years. Since opening its first store in Melbourne in 2012, the brand has grown to 70 stores across Australia, with new locations also opening internationally. It's even been dubbed "Gen Z's nightclub" because of how popular it's become with youngsters.

What happened: Now, Yo-Chi is using that influence to push for political change. The frozen yoghurt chain has launched an anti-plastic campaign, asking customers to sign postcards urging Australian MPs to pledge to reduce plastic use. The postcards will be sent to around 80 politicians around the country.  

What else: Yo-Chi's chief brand officer says staff have been happy to see the brand take a stand on environmental issues, adding that its Gen Z and Gen Alpha customers are "very value-centric." And this may just be the beginning: the company says we can expect to see "heaps more" brand activism from Yo-Chi over the next few years.    

What's the key learning?

💡 For brand activism to actually work, the company backing a cause needs to walk the walk. Yo-Chi already has some eco-friendly practices. For example, Yo-Chi refuses to sell bottled water and only uses compostable cups and spoons.

💡 Authenticity can turn a brand's values into a business advantage. Ben & Jerry's has blended activism with ice cream since the 1980s, with its founders attending political protests, activist-themed flavours like "Pecan Resist" and a dedicated activism team. Consumers who know about the brand's social mission say they're 30% more likely to buy their ice cream.  

💡 But when a brand's activism is treated like a quick publicity stunt, customers can tell. In 2023, Target launched an annual Pride collection but quickly backpedalled after receiving backlash... costing them customers. So, Yo-Chi will need to hold strong on its environmental approach for this move to land.