Four trends would seem to be empowering environmentalists who target corporations with global brands: the increasing reach of social media, growing numbers of campaigns, the corporate turn toward “sustainability” to create brand value and manage supply chains, and the spread of eco-consumerism. Campaigns since 2007 to demand that brands stop buying palm oil linked to tropical deforestation confirm the rising influence over corporate policies and market demand. Many activists are portraying the outcomes as “victories” toward saving rainforests. Yet, three factors are limiting the value for improving on-the-ground management: industry influence over, and governance limits of, palm oil certification; ongoing sales of uncertified palm oil as demand shifts to nonbrand buyers; and illegalities and weak regulatory enforcement in producer countries, notably Indonesia and Malaysia. Theoretically, this analysis demonstrates the importance, when evaluating activist campaigns, of distinguishing between the influence on corporate policies and markets and the effectiveness for environmental outcomes.

中文翻译：

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以品牌为中心的行动主义的力量正在崛起吗？热带森林砍伐案例

四个趋势似乎正在赋予以全球品牌企业为目标的环保主义者的力量：社交媒体的覆盖范围不断扩大，活动数量不断增加，企业转向“可持续性”以创造品牌价值和管理供应链，以及生态消费主义的传播. 自 2007 年以来要求品牌停止购买与热带森林砍伐有关的棕榈油的运动证实了对企业政策和市场需求的影响越来越大。许多活动家将结果描述为拯救雨林的“胜利”。然而，三个因素限制了改善现场管理的价值：行业对棕榈油认证的影响和治理限制；随着需求转向非品牌买家，未认证棕榈油的持续销售；生产国的违法行为和监管执法不力，特别是印度尼西亚和马来西亚。从理论上讲，该分析表明，在评估激进主义运动时，区分对公司政策和市场的影响以及对环境结果的有效性的重要性。