Later today, millions will tune in for the Super Bowl. We’re also in the midst of Black History Month, with Women’s History Month and International Women’s Day just around the corner. These moments—distinct yet significant—have long been stages for brands to engage, take a stand, or in some way signal their values.
But something is different this year.
A Noticeable Shift
Brand participation in cultural moments has been shifting for some time. Last year, engagement around Black History Month noticeably slowed, and this year, while some brands have stepped forward—like Pinterest with its “Tailored” campaign celebrating Black fashion—others have remained conspicuously quiet.
Most Super Bowl ads, once considered an appropriate platform for purpose-driven messaging, are again leaning heavily into humor, nostalgia, and celebrity. In other words, entertainment rather than a deeper point of view—perhaps a reflection of so many brands steering clear of anything that could be perceived as “woke” or divisive.
This shift isn’t just anecdotal. Consumers are becoming increasingly skeptical of corporate commitments, with trust in brand purpose declining across the board:
- 72% of Americans believe businesses should stay out of politics unless it directly affects their operations, and only 41% think businesses should take a public stance on current events (Morning Consult 2024 / Gallup & Bentley University poll).
- 61% of consumers are skeptical of corporate sustainability claims, and 59% suspect brands of leveraging social issues for profit (PwC 2024 and Axios-Harris Poll).
- 53% of skeptical consumers will not purchase a product they have doubts about, and 39% will actively discourage others from supporting a brand they don’t trust (Capgemini Research Institute 2024).
These numbers highlight a growing trust deficit between businesses and their stakeholders—one that goes beyond political divisions to reflect growing cynicism about corporate sincerity. Trust is harder to earn, and the cost of inauthenticity is rising.
From Outrage to Fear: The Backlash Against Brand Activism
For the past several years, brands have been pulled into cultural and political debates, sometimes by choice, sometimes by force. The pushback over perceived performative allyship, greenwashing, and corporate hypocrisy was mounting long before the new administration took office and companies began pulling back from DEI and ESG.
What’s happening now is more than a retreat from purpose—it’s a realignment of expectations. Brands that spoke loudly and failed to deliver tangible impact have fueled the rejection of purpose.
This loss of trust has resulted in a new level of scrutiny, with both progressives and conservatives challenging corporate purpose:
- Progressive audiences critique greenwashing, virtue signaling, and the gap between stated corporate ambitions and actions.
- Conservative groups resist DEI and ESG initiatives, framing them as ‘woke’ and political overreach.
Rather than reassessing purpose or reinforcing its true meaning, many brands are choosing to retreat—believing silence equals neutrality and will protect them from scrutiny.
But will it?
The Risks of Silence and Overreaction
Over the past few months, if not year, many have touting a mantra that the time for purpose-driven branding has passed—that companies have learned it’s safer, and perhaps more profitable, to stay neutral.
History may suggest otherwise.
Beginning before the Great Recession and accelerating after, brands stepped into a leadership void left by declining trust in government and longstanding institutions. PepsiCo’s Performance with Purpose (2006), Unilever’s Sustainable Living Plan (2010), and BlackRock’s push for sustainable investing (2013) were all responses to growing demand for corporate leadership in a time of uncertainty.
This opportunity still exists today—yet it now requires brands to be extremely thoughtful, consistent, and genuinely aligned with their values.
Navigating the Spectrum: From Engagement to Leadership
As I’ve written before, engagement is not binary—it operates on a spectrum from cultural participation to advocacy to full-fledged activism.
Rather than withdrawing completely, brands should carefully evaluate coherence, if at all, issue by issue:
- Cultural Engagement: Recognizing and celebrating cultural moments without attaching a strong political stance (e.g., Adobe’s “Creativity for All” initiative, which highlights diverse creators and amplifies underrepresented voices).
- Values-Based Advocacy: Aligning marketing and messaging with business strategy—e.g., REI closing stores on Black Friday to reinforce its belief in time spent outdoors.
- Leadership & Systems Change: Using influence to shape industries and policies—e.g., IKEA’s commitment to a fully circular business model by 2030, redesigning products, supply chains, and operations to minimize waste and resource consumption. Through the IKEA Foundation, the company also funds climate action, refugee livelihoods, and renewable energy access in vulnerable communities, reinforcing a purpose-driven approach beyond its core business.
Choosing a brand’s level of engagement must be deliberate to ensure it doesn’t drift into performative territory.
A More Strategic Approach to Purpose
Purpose has never been about taking sides—it’s about standing firm based on values.
Brands that endure are not the ones that react impulsively to short-term sentiment. They are those that take the time to thoughtfully realign, ensuring their actions reflect who they truly are—not just what the loudest voices in the moment demand.
To do this, brands should adopt a more structured approach:
1. Purpose as an Operating System, Not a Campaign
Purpose is not be a campaign—it’s a lens for decision-making that integrates into operations, hiring, product innovation, and community engagement.
2. Consistency is a Function of Coherence, Not Just Messaging
Skepticism is rising because consumers see inconsistency. Brands that say one thing and do another—or flip-flop in response to pressure—erode trust faster than those that follow a unified framework. With information one click away, people readily verify corporate claims in seconds, meaning alignment and follow-through are more critical than ever. Transparent communication fosters trust and reinforces brand integrity.
3. Resist the Pendulum Swing: The Risk of Reactive Branding
Brands that swing in reaction to political winds—whether by pulling back from DEI or overcommitting without clear strategy—risk damaging credibility with employees, consumers, investors, suppliers, and the general public. A balanced approach maintains brand resonance and stakeholder confidence.
4. Reputation Isn’t Built in the Spotlight—It’s Strengthened in the Shadows
Purpose has never been about pleasing everyone; it’s about strategic focus. The most trusted brands are those that make decisions with a long-term view, even when facing short-term backlash. This resilience ensures more enduring brand strength and stakeholder loyalty.
5. Metrics That Matter: Move Beyond Vanity to Accountability
Establish clear, quantifiable metrics to assess how purpose-driven initiatives contribute to business objectives, such as financial performance, innovation, and employee retention/engagement as well as brand, reputation, and loyalty measurements. A data-driven approach enables continuous improvement and demonstrates the tangible value of purpose.
The Future of Purpose: Maturity Over Marketing
We are not experiencing the decline of purpose-driven branding. If anything, we’re in the midst of a necessary evolution.
For years, brands have been told they need to be relevant—jumping on social issues in real time, aligning with cultural conversations, and signaling values through marketing. But neither relevance nor purpose were meant solely to be campaign vehicle—rather both are guiding strategic principles.
Now that political backlash is forcing brands to mature in their approach, the question isn’t whether purpose will endure—it’s which brands will have the courage to navigate this shift wisely, with conviction and clarity.