In the past year, protests over racial injustice and threats to U.S. democracy have sparked a wave of activism across corporate America. Company leaders have hosted community conversations, signed letters, released statements, promised donations, and shared hashtags picked up from their fifteen-year-old daughters. But with many of these objectives left unmet, the value of corporate activism runs into pressing questions: What really defines an “activist” company? How can companies engage authentically and effectively in activism, without exploiting social-justice issues as marketing tactics? And how can we, as consumers, identify and endorse the companies who are driving social change?