Corporate activism trends and public relations strategies for the UN sustainable development goals

This article is based on the case study of a non-profit NGO, GAT–Portuguese Activist Group for HIV/AIDS, that advocates for legal and political changes within the scope of the United Nations 2030 Agenda for Sustainable Development. Through an ethnographic approach to GAT, a “hybrid multifunctional voluntary organization” that shows the territories where third-sector organizations mix with social movements, and the consultation of 12 communication and public relations experts, the purpose of this research is to understand better the factors surrounding the engagement between private companies and human rights activists. A literature review addresses the significance of activism and social change to public relations theory and practice, exploring the concept of corporate political advocacy (CPA) or corporate activism, meaning companies that become actively engaged with public action on a controversial socio-political issue. Findings suggest that, beyond the strong cultural resistance that still exists about this kind of partnership in Portugal, this is a future communication trend that can be an opportunity for activists to advance causes within the scope of the 2030 Agenda and for companies if they know how to position wisely on these issues.