2025 has been a wild ride that many didn’t sign up for.
Economic instability, cultural shifts, and political tensions are shaking up the landscape, forcing brands to decide: play it safe or take a stand?
Legacy brands are treading carefully, reacting to pressure rather than setting the tone. Challengers are doubling down on what they believe in.
1. DEI: The great retreat vs. leaning in
DEI has become a political flashpoint, as leading brands like GM, Meta, Google, Lowe’s and all of these others are scaling back programs after government recommendations to dismantle DEI.
Some brands are doing the opposite, betting that values-driven consumers will reward them for standing firm.
🚀 Challenger Approach:
- FIGS – The medical apparel brand launched a campaign highlighting gender equity that went viral, making a strong statement in an industry often resistant to change.
- Ben & Jerry’s – Suing parent company Unilever for allegedly threatening to “dismantle” their independent board and stifle their social activism. Their message? Brands that bow to political pressure will “be judged as having been on the wrong side of history.”
- e.l.f. Beauty – Known for its bold marketing (like the “Sooo Many Dicks” campaign), e.l.f. isn’t backing down. Their CEO recently reaffirmed that their commitment to diversity is a core brand strength, even as other companies retreat.
Takeaway for Marketing Leaders:
Consumer expectations around brand values aren’t disappearing. If your brand has built credibility in a cause, pulling back now may cost you more than staying the course.
2. Trade Wars: Passing costs to consumers vs. absorbing the hit
Tariffs are here and most brands are adjusting pricing to protect margins. Some Challengers are making the long play, sacrificing short-term profit to build consumer trust.
🚀 Challenger Approach:
- Chapman’s Ice Cream – Rather than raising prices, the Canadian brand committed to absorbing U.S. tariffs on their products. It’s a costly move, but one that reinforces loyalty and earns them goodwill in a time of economic uncertainty.
Takeaway for Marketers:
Not every brand has the financial flexibility to absorb economic shocks. But for those that do, positioning it as a promise to customers is a powerful differentiator.
3. AI: Efficiency vs. brand risk
AI-generated content is everywhere, and with it, misinformation and scams are spreading fast. While many brands are jumping on the AI bandwagon for efficiency, a few are actively pushing back.
🚀 Challenger Approach:
- BC Securities Commission – Launched the “We’re Not All F***ed” campaign, cutting through AI-driven financial misinformation with a satire music video.
- XR Global’s RX Score – The organization introduced a new advertising metric that scores campaigns based on diverse representation and authentic storytelling, countering the rise of AI-generated content that lacks real human nuance.
Takeaway for Marketers:
AI offers speed and scalability, but blind adoption risks brand trust. When considering where to use AI make sure it’s aligned with your brand ethos.
4. Politics: Engage or stay silent
Every brand decision is now scrutinized through a political lens, whether you like it or not. In fact, only 29% of American brands are considered bipartisan by Americans according to a new report. With consumers more aware than ever (with the help of tools like Progressive Shopper), staying silent doesn’t mean your brand’s views and contributions aren’t known.
🚀 Approaches:
- Aritzia – Their NYC store’s automated window displays unintentionally mimicked Trump’s dance moves, sparking online chaos. Their response? Silence. No backpedaling, no clarifications—just letting the internet do its thing
- Kia – Quickly pulled a dealership’s ad after it was perceived as mocking Elon Musk, opting for damage control rather than engagement.
Takeaway for Marketers:
If you don’t have a clear stance, now is the ideal time to meet with executives and determine your brand values, what you engage with and why. Look to our mission and value statements to understand what’s best for your brand.
Chaos rewards the bold.
Playing it safe might feel like the right move in uncertain times, but history shows that the brands willing to take a stand are the ones that stick.
