Brand activism is an increasingly significant theme in business and marketing research. The purpose of this study was to explore consumers' perceptions and expectations of authentic brand activism and to provide a practical guide for brands considering incorporating brand activism into their strategies. This study drew upon the theories of brand authenticity and brand activism, and employed a qualitative research methodology, using focus groups with consumers to gain in-depth insights. The findings reveal that consumers' perceptions of authentic brand activism are shaped by three key antecedents: the brand’s heritage and reputation, the transparency of information provided about the brand's activism efforts, and the inclusion of a clear call-to-action. These findings suggest that brands can enhance the perceived authenticity of their activism efforts by ensuring consistency with their established values and history, prioritizing transparency in their communication, and incorporating a clear call-to-action. Brands can use these insights to develop more effective brand activism strategies, thereby increasing their chances of resonating with consumers and avoiding potential backlash.