Modern brands exert a societal influence that extends beyond purely economic contexts and, as a result, must consider not only economic but also ecological and social criteria in order to ensure societal acceptance of their business activities. Various concepts such as CSR (Corporate Social Responsibility), ESG (Environmental, Social, Governance), and brand activism have been developed to enable brands to assume economic, ecological, as well as societal and social responsibility. The challenge in this context lies in the fact that brands must not abandon their fundamental economic orientation, but rather balance it with their societal engagement. However, the profiling of brands beyond the economic sphere can only be successful if it goes beyond a purely product-oriented approach and makes a truly credible contribution to societal change.