In recent years, the line between business and values has grown increasingly thin. Brand activism, the public stance a company takes on social, environmental, or political issues – has shifted from being an optional strategy to a reputational imperative. Brands that choose to speak out walk a fine line: they can strengthen their connection with the public or risk harsh criticism, especially if perceived as inconsistent.

According to the Edelman Trust Barometer 2024, 63% of global consumers expect brands to take a stand on important societal issues. Among Gen Z, this figure exceeds 75%, indicating that younger generations see companies not just as providers of products and services, but as ethical and cultural actors. It's not merely about shared values – many people view purchasing from a like-minded brand as an expression of identity.

Some companies have turned this stance into a strategic asset. Patagonia, for instance, is now synonymous with environmental commitment, following concrete decisions such as donating its profits to climate-focused foundations. Similarly, Ben & Jerry’s has built a clear and consistent brand identity through its advocacy for social justice and civil rights.

However, not all initiatives yield positive results. When a campaign feels contrived, audiences notice and react. Pepsi’s infamous 2017 ad with Kendall Jenner, which trivialized social protests, is a case of clumsy activism that led to a brand crisis. Likewise, Bud Light faced a boycott after collaborating with a transgender influencer, revealing how polarizing marketing decisions can be.

At the heart of this issue lies authenticity. Consumers today look beyond external messaging and assess what happens inside the company. They examine the alignment between words and actions, the transparency of internal practices, and the long-term commitment behind the stance. Activism can’t be a one-off campaign; it must become an integral part of company culture.

In 2025, brand activism is both a powerful reputational lever and a complex territory. Taking a stand can enhance brand credibility but only when the message is genuine and supported by concrete actions. The alternative – silence or, worse, empty rhetoric, risks generating distrust. In a context where trust is increasingly rare and valuable, consistent activism is more than a moral choice: it’s a strategic one.

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