Let’s be honest — it’s 2025, and staying silent on big social issues is like bringing a flip phone to a smartphone party.
Consumers expect more. They want brands to have a voice, not just sell stuff.

But is it smart for every brand to jump into the conversation?
Spoiler alert: it’s complicated (but we’ll untangle it for you).

Let’s dive into why brands taking stances can be either a marketing jackpot or a PR nightmare — and how you can do it right without stepping on digital landmines.

Why Brand Activism Is on the Rise

Recent Data:
According to the 2025 Edelman Trust Barometer, 68% of consumers say they expect brands to take a public stance on social, cultural, and environmental issues.

People aren’t just buying your product anymore—they’re buying your values.
Welcome to the era of belief-driven buying!

Pro Tip:
If you’re building a brand today, authenticity isn’t optional—it’s survival.

Real-World Examples: When Taking a Stand Worked

Nike’s “Dream Crazy” Campaign

Remember when Nike featured Colin Kaepernick?
Taking a stand on racial injustice led to:

• A 31% increase in online sales within days (Edison Trends Report)

• Billions of dollars in brand exposure

• A loyal customer base willing to defend the brand

Nike understood its audience (mostly younger, socially aware consumers) and leaned into it.

Ben & Jerry’s Consistent Activism

Ben & Jerry’s isn’t new to this—they’ve built their brand around social activism for decades.
From Black Lives Matter to Climate Justice, their values are baked into (pun intended 🍦) their brand strategy.

Result?
Ben & Jerry’s is the most popular ice cream brand among millennials and Gen Z consumers (Statista 2024 Report).

Real-World Cautionary Tale: When It Backfired

Pepsi’s Kendall Jenner Ad (Yikes)

Pepsi tried to tap into the activism wave but ended up trivializing real protests.
The backlash?

• Instant global criticism

• Ad pulled within 24 hours

• Massive brand embarrassment

Lesson:
Don’t fake authenticity.
Real support > Surface-level gestures.

When Should Brands Speak Up?

Brands should take stances when:

• The issue aligns with your core values.

• Your audience cares deeply about it.

• You can back up words with actions (no performative activism, please).

Expert Opinion:

“People don’t want brands to be political. They want brands to be human.” — Seth Godin, Marketing Legend

How to Take a Stand — the Smart Way

h2: 1. Know Your Audience Inside-Out

You can’t speak for everyone.
If your core customers are passionate about sustainability, but you suddenly rant about something unrelated, it feels weird.

Pro Tip:
Poll your audience!
Ask them what issues matter most.
(Check out our Social Media Content Services for help creating interactive polls.)

h2: 2. Stay Authentic to Your Brand’s Mission

Your activism should feel like a natural extension of your brand story.

Example:
Patagonia didn’t “decide” to be eco-friendly overnight.
Environmental protection has been baked into its DNA since the 1970s.

h2: 3. Walk the Talk

Words are cheap.
Consumers want action.

Checklist for walking the talk:

• Donate profits to the cause

• Partner with nonprofits

• Implement real policy changes internally

Pro Tip:
A heartfelt Instagram post won’t cut it if your internal practices say otherwise.

h2: 4. Prepare for Pushback (and Handle It Like a Pro)

Standing for something means not everyone will clap for you.
And that’s okay.

Pro Tip:
Craft a crisis communication plan before you speak up.
Have clear, thoughtful responses ready for critics.

Expert Opinion:

“Taking no risk is the biggest risk. But do your homework.” — Gary Vaynerchuk, Entrepreneur and Marketing Guru

The Power of Storytelling When Taking a Stand

Telling stories makes your stance relatable and human.

Real Example:
Airbnb’s #WeAccept campaign shared stories of refugee families they helped shelter.
It wasn’t just a statement—it was emotional storytelling at its finest.

Result?

• Boosted brand love

• Increased bookings by 22% in the quarter following the campaign (Forbes Report 2024)

Pros and Cons of Brands Taking a Stand

Pros:

• Builds deep loyalty with your target audience

• Attracts media coverage and organic visibility

• Differentiates you from silent competitors

Cons:

• Potentially alienating part of your audience

• Risk of being labeled “performative” if not done well

• Managing backlash can drain time and resources

Pro Tip:
If you’re ready to create thought-provoking Social Media Content around sensitive issues, hire experts who understand nuance (like us at 10DollarBlog 😉).

Strategic Tips Before You Post

• Start small: No need to dive into political firestorms immediately.

• Be specific: Vague “we support everyone” posts won’t move hearts.

• Educate internally first: Train your team to align messaging everywhere.

• Monitor conversations: Listen carefully to feedback and adjust.

Real Stats You Should Know

🔹 76% of Gen Z consumers say they have purchased from a brand because it supported a cause they believe in (McKinsey 2025 Report)

🔹 61% of consumers say they would switch to a brand that supports a cause they care about (Edelman 2025 Trust Barometer)

🔹 Brands that engage in activism see 5X higher customer lifetime value on average compared to neutral brands (Boston Consulting Group Study 2024)

Final Thoughts: Should You or Shouldn’t You?

The real question isn’t “Should we speak up?”
It’s “How can we speak up authentically and meaningfully?”

In 2025, brands are either joining real conversations—or becoming background noise.

Choose wisely.

And hey, if you’re still scared about saying the wrong thing, check out how we craft thoughtful, buzz-worthy Social Media Content that gets people talking (without starting fires 🔥).

Internal Links:

• Explore our Social Media Content Services

• See how we help brands build Social Media Content Strategies here

• Ready to spark authentic conversations? Learn more about our packages