In a highly politicized world, it is not uncommon to see a brand putting forth a message in support of a certain social or political cause or taking actions that support those causes or beliefs. The purpose of this pilot study was to explore how consumers respond to brands with social or political messages in their marketing communications and activities. Based on the theoretical conceptualization of public advocacy and social identity theory, the researcher developed hypotheses that people would respond positively or negatively to a brand depending on the social and political content of a brand’s message. An online survey was administered to a convenience sample of the population to collect quantitative and qualitative information pertaining to people’s perception of brands with social and political messages and how they would respond to those brands. The hypotheses were not fully supported due to lack of validity for the survey instrument. However, the researcher could fail to reject the hypotheses due to lack of statistical significance in the responses. Thematic analysis also showed support for the hypotheses and other findings in the literature review.