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Social activism has been critical in advancing change in businesses and societies (Briscoe & Gupta 2016, p. 409). This is evidenced through seminal social movements over time,such as the women's suffrage movement in the United States of America (USA) from the 1800s (McCammon et al. 2001); the 1960s civil rights movement in the United States of America (USA) (McAdam 1982); and the anti-apartheid movement in South Africa (Cole & Limb 2017). More recently, social activism has contributed to a LGBTQ friendly organisational culture and supportive legislation (Roumpi, Giannakis & Delery 2020); transparency in supply chains through corporate disclosures and the protection of the human rights of vulnerable people (Islam & van Staden 2018); and adoption of corporate social innovation practices that have transformed companies and societies to be more sustainable (Carberry et al. 2019)