On the occasion of the presentation of the new issue of Divercity magazine, we explore the phenomenon of brand activism, deepening three key aspects: the legitimacy of the involvement of brands in socialpolicy, the strategic appropriateness of such choices, and the concrete actions that companies can take to exercise their role in promoting positive change responsibly. Two panels of experts discuss the implications of this new paradigm, offering insights and testimonies on how brands can successfully navigate this new reality.