A brand-new year, a brand-new brand?
What New Year’s resolutions will brands make? And will they live up to their promises? Which values will they commit to in 2025? Will they even commit to anything at all? Or will they play it safe and stick to increasing sales and market share?
The thing is, you probably can’t have one without the other.
A World Divided: The Age of Polarization
Polarization is no longer just a societal trend—it’s the new normal. Across political, social, and environmental debates, people expect brands to choose sides, whether they want to or not. On the 9th Belgian Corporate Communication Summit last November, C Square invited several experts to dissect this reality. The panel discussion on activism positioned activists not as agitators but as visionaries predicting societal change. Brands that fail to recognize this will risk falling behind.
For younger generations, especially Gen Z, this is already second nature. As Julien De Wit noted at the Summit, authenticity and sincerity resonate deeply with younger audiences. For brands, this means that sitting on the fence is no longer an option. If you’re not authentic, you’re invisible—or worse, irrelevant.
Gen Z and Activism: A Perfect Storm
Gen Z, often dubbed the “activist generation”, has reshaped expectations for brands. Born into a time of global connectivity and social justice movements, this generation expects more than just products – they demand purpose.
They reward brands that reflect their values and are quick to call out those that miss the mark. Nike’s 2018 campaign with Colin Kaepernick remains a textbook example of success, showcasing how taking a stand on racial equality aligned with its core identity as a champion of perseverance and inclusivity. On the flip side, Bud Light’s 2023 collaboration with a transgender influencer highlighted the risks of entering unfamiliar territory without a clear connection to core brand values, resulting in significant backlash.
As Fons Van Dyck pointed out in his November column, when brands stray too far from their core values, they risk alienating their audience. To build trust, a clear mission and consistent communication are essential.
Brands with an Opinion: Risks and Rewards
When brands take a public stand on social or political issues, they venture into a space filled with both opportunities and pitfalls. On the one hand, activism allows companies to showcase their values and forge deeper connections with their audiences. On the other hand, stepping too far outside their expertise or core mission can backfire. Consumers are quick to question why an ice cream brand might wade into political debates or why a condiment company would attempt to solve global crises. Misalignment between a brand’s actions and its core identity can erode trust, making the brand vulnerable to boycotts, reputational harm, or financial setbacks.
The key is credibility. A brand’s voice carries weight only when its message aligns with its mission and when it has the authority to speak on a given topic. Successful campaigns are often a natural fit between the issue and the brand’s core values. By contrast, poorly planned initiatives show how inconsistency or lack of preparation can amplify backlash.
The landscape is treacherous, but brands that tread carefully can minimize risk. Staying close to core values, investing in actions before making statements, and choosing issues with broad societal resonance can help maintain trust while ensuring meaningful impact.
The Path Forward: Standing for Something in 2025
As we move into 2025, brands face the pressing challenge of defining not just their products, but their purpose. Understanding what their audience values is critical—but not enough. To connect authentically, brands must also clarify what they stand for, and do so in ways that align with their identity and expertise.
This clarity requires insight. Polarized debates, fast-evolving cultural expectations, and an ever-critical public demand that brands keep their finger on the pulse. Here, media intelligence becomes indispensable. By analyzing trends, gauging public sentiment, and identifying emerging issues, brands can navigate complex terrains with confidence. Media intelligence helps not only to shape strategies but also to ensure that a brand’s actions are backed by meaningful, data-driven understanding of the world it seeks to engage with. Or, as Arnaud Steinkuhler puts it, Don’t just communicate, connect!
In 2025, the brands that thrive will be those equipped to listen, learn, and act with purpose. Because standing for something—authentically and responsibly—starts with knowing where you stand.
* Generation Z, or GenZ, is the generations born between 1997 and 2012.
