Over the past few months we've noticed a trend in brands rolling back sustainability initiatives and DEI programs. Some have even suggested the era of brand activism could be coming to an end. Whatever the reasons, there's no denying this "trend" coincides with the upcoming administration change.
We've been here before (Trump's first presidency was the reason I started Goodera in the first place), so we have a good idea of where things are headed—a government that deprioritizes the environment, dismisses evidence of climate change, and shuts the door on displaced people (all things that are very important to us at Goodera). Over the next four years we don't anticipate much federal-level incentivization or accountability for businesses to prioritize people or the planet.
While corporate America pulls back on progress, we will remain committed to helping like-minded and like-hearted businesses succeed for the common good of people and the planet. To start, we've gathered some advice based on conversations we've had with clients (purpose-driven solopreneurs and business owners), to help your business stand by your values and communicate effectively, no matter who's in the oval office.
8 Messaging Tips for Purpose-Driven Brands in 2025 and Beyond
Continue to communicate your views and efforts transparently. As any successful, purpose-driven brand knows, purpose isn't a trend—it's your brand identity. Building trust comes when you stay the course. If you're not actively measuring and sharing your impact, consider utilizing global standards such as The United Nations Sustainable Development Goals to hold your business accountable, and communicate your progress openly.
Lead by example. Operate by your own standards, and clearly communicate them. By educating and inspiring customers and employees to live a life true to their (shared) values, you create a community of like-minded and like-hearted people who naturally integrate your brand into their lives. Adventure.com's Contributor Impact Guidelines are a great example of communicating this.
Make sure to share how your values are baked into not only the core of your business, but also in everything you do—from who you hire and who produces your products, to the materials used in packaging, shipping, and swag, to where you show up, and so on. Don't be afraid to communicate the same points (with a different creative spin) repeatedly. Some say a potential customer must see a message seven times before they'll be provoked to take action.
Rather than talk about the impact you're making, show it. Lean into storytelling rather than statements. Authentic, human stories are what build deeper connections with your audience, so don't be afraid to showcase those.
When in doubt, take buzz words out. As a copy-driven company, we know the impact a single word can have. If you're worried about your messaging getting in the way of constructive conversation, keep your message rooted in your mission, without using politically-charged words (woke/anti-woke) or accusatory language (brainwashed/uninformed). It is possible to stand behind your beliefs without using words that trigger preconceived narratives around hot-button topics.
Overcome your fear of backlash (as best as you can). Our clients are often afraid of taking a stance on certain topics because they fear being dragged on social media. It's important to remember that not everything requires a response, or needs to be a press release. But if something is important to you and your business, consider if those who may get angry enough to respond in a disrespectful manner are part of your target audience anyway.
There's likely to be a lot of infuriating decisions and comments coming from those in leadership positions over the next few years—and beyond. We say choose your battles, and avoid responding from a place of emotion. A good rule of thumb is to pause, reflect, and always be solution-oriented and/or helpful through any response. Consider your business's unique POV rather than your personal opinions, and focus on long-term commitment rather than reactionary stances. Consistent action speaks louder than words.
Accept that there will be missteps. Take responsibility when you make a mistake, and use it as an opportunity to learn. In order to make collective progress, we all need to learn from one another and understand how we can do better together—and to not completely attack others for their missteps.
If you're looking for more ways to ensure you're building a business that truly prioritizes people and the planet, B Corps are always a good source of inspiration. So are brands like Patagonia, who always stay the course and refuse to waver on their commitment.
If you’re a brand on a mission to make an impact and ensure the values you stand for are non-negotiable and visible 365 days a year, we'd love to connect and help amplify your purpose. Because while some brands may be ready to pull back, we say let’s go all in!
Comentários