This technical note examines how consumers respond to brand activism, the growing phenomenon where brands take public stances on controversial sociopolitical issues. Drawing from recent research in marketing and consumer psychology, we identify six key principles that influence consumer reactions to brand activism: stance alignment with consumer beliefs, consumer political ideology, negativity bias, market share considerations, perceived authenticity, and product switching costs. We also examine the implications of brands choosing to “stay out of it” through silence or neutrality. Throughout the note, we provide evidence-based guidance for managers considering brand activism initiatives.