Despite that brands become increasingly vocal on sociopolitical issues, such as racial justice, abortion rights, LGBTQ rights, and climate change, it is still debatable whether corporate social advocacy (CSA) is always the right move. Backfire cases like Bud Light’s partnership with the transgender influencer, Dylan Mulvaney, sporadically emerge to pose a significant threat to corporate reputation and financial bottom line. CSA could sometimes turn into major corporate crises. Therefore, it is critical to brands to identify when and how to engage in CSA and follow the best practices. This lecture discusses basic concepts in CSA research, factors that influence consumers’ perceptions of CSA, as well as key theories that inform CSA investigation.