What can a brand stand for these days? Social justice is problematic (see Pepsi’s Kendall Jenner ad), and sex doesn’t sell the way it used to (for the 2017 Pirelli calendar, the formerly oiled-up models went makeup-free). So last year, when Lululemon, the athleisure pioneer, decided that it wanted to be known for something bigger than sumptuous yoga pants, Duke Stump, an executive vice-president at the company, interviewed dozens of advertising and marketing agencies. Note: 2PM has covered how companies should avoid brand activism. There are exceptions, however. We are seeing more startups who possess elements of activism as a part of their brand's authentic voice. See startups like: Cotton Bureau, Outdoor Voices, and Glossier.