Honors Program


Document Type


Date of this Version



Finnegan, R. 2019.Trendjacking: A Social Justice Analysis. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Rachel Finnegan 2019.


The purpose of this paper is to look at the intersection of trendjacking and social justice within five specific advertisements targeted at an American audience from well-known brands. A variety of success in utilizing this intersection is presented and explained through an analysis of the advertisement, people highlighted, the brand’s financial giving and history, social media response, etc. The five brands examined are Pepsi, Dove, Nike, Airbnb, and Levi’s.

To successfully utilize social justice trendjacking, brands must be genuine and specific with their message, be prepared to explain their reasoning for their decisions, have the advertisements checked by many people from diverse backgrounds to check for potential issues that could arise from public viewing.