Mat­teo Bal­boni

My research focuses on brand activism and corporate sociopolitical engagement. Specifically, I am interested in brands abstaining or withdrawing from sociopolitical conversations. I examine how such silence is perceived and interpreted by stakeholders, and what consequences it can have for organizations. 

I aim to help brands understand (1) when engagement is expected, (2) when silence may result in reputational damage, and (3) when abstaining can instead be a strategic choice. This enables them to focus on causes they can effectively and authentically impact, avoid inauthentic activism, and align their actions with societal needs and expectations.