Chapter 6 Brewed in the African Pot: Examining the Influences of Caritas, Ubuntu, Africapitalism, and Postmodern Values on CEO Activism in Ghana

This chapter offers an inquiry into the emerging phenomenon of corporate social advocacy, also known as CEO activism, in a non-Western sociocultural context. It addresses gaps in CEO activism research, including a dearth of non-Western contexts, dominance of modernist perspectives, and omission of female activist CEO voices. I apply alternative theoretical lenses of Caritas, Ubuntu, Africapitalism, and postmodernism to examine facets of CEO activism in Ghana. Data were collected through long interviews with 24 activist CEO men and women and data underwent hermeneutic phenomenological theme analysis. Findings suggest that CEO activism in Ghana is motivated by a range of factors previously not articulated in the literature on CEO activism. Brand activism typologies adequately describe the causes/issues advocated by activist CEOs in Ghana – as findings advance perspectives of non-Western society CEO activists. Hence, this chapter internationalizes the CEO activism phenomenon for the public relations literature while extending diversity, equality, and inclusion, sustainability, postmodern values, and insider activist perspectives to also include Caritas, Ubuntu philosophy, and Africapitalism.