Brand Activism in 2025: Real Opportunity or Reputational Risk?
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.
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