Brand in a new global paradigm
Globally the last four months have seen a dramatic shock to the system. The beginning of Trump’s term as President has led to political, economic, environmental and social shock across the globe.
Whether it’s actively encouraging environmentally damaging behaviour by businesses and consumers, cancelling aid programmes that millions of people’s survival depends on or economic policies that tear up the rules of global trade, we are living in a new paradigm.
The disruption is so significant that it will impact consumers worldwide. And brands will have to adjust to this new paradigm too. Some have already directly or indirectly aligned themselves with Trump’s policies and opinions. A very few have made a stand against them. Most are currently trying to determine the impact it will have on them and how they should respond.
This is the first time in many years that a single government’s behaviour has had such widespread impact. Whether it’s on significant decisions such as boycotting car brands, cancelling travel or switching suppliers or more casual decisions like which clothing and coffee brands to buy, consumers are responding to a more polarised world.
Therefore, this is not the time for brand fatalism – taking a neutral position on social and environmental issues is now high risk. There is no longer a neutral ground.
The antidote to brand fatalism is Engaged Brands – brands who don’t need to change their environmental commitment and social values, they just need to be more overt with them. They need to lean in and demonstrate those commitments in a meaningful and authentic way.
At GOOD, we work with commercial brands to help them navigate this new paradigm. Sharing three GOOD principles to future-proof brands and build stronger relationships with staff, customers and wider society:
1. Communication always trumps silence
Brands can be nervous about their messaging and reputation, often ending up saying nothing for fear of getting it wrong. However, in an increasingly polarised world, silence can be interpreted as being complicit. It has never been more important to communicate your values.
2. Lean into purpose beyond profit
Purpose has become a divisive word, and one that can be used negatively to dismiss a brand’s genuine commitment to do good beyond their business operation. However, seeking to have a positive impact on society and the environment isn’t a new concept, it’s centuries old. It’s what a fair, sustainable and prosperous society is built on. And it has been proved time and time again, an authentic commitment to having a positive impact on society and the environment also has a positive impact on a business’s bottom line. In 2025, brands shouldn’t waver. Businesses should grasp the opportunity to create a strong connection with their staff, their customers and the communities they operate in, by demonstrating their values. Whether you call it Purpose or not. This will give a business a far more stable foundation to weather the current storm and come out stronger.
3. It can be an evolution, not a revolution
In uncertain times, it is important not to overreact; however, brands must take action to mitigate the risks associated with brand fatalism. Businesses need to take a step back and work out whether their brand is aligned with their values, and how they are demonstrating their commitments to be a ‘good’ business.
If there is a misalignment or a lack of clarity, the business is at risk. If there is alignment but little demonstration, the business is at risk. In this new world paradigm, brands need to be much tighter on their position and behaviour, not only to avoid risk but to capitalise on the opportunity of future-proofing your brand.
