The future of brand advocacy is identity-led

Today’s politically charged and divided climate has made advocacy a double-edged sword. Brands that speak up can attract passionate loyalty or face fierce backlash. Brands that champion sustainability, inclusion or social causes are celebrated by some and canceled by others. The very idea of standing for something now risks being dismissed as “woke” on one side of the spectrum, or “greenwashing” on the other.

We see many brands becoming reactive, playing it safe, retreating from meaningful conversations, or pandering to whichever audience shouts the loudest. So, are we witnessing the death of brand advocacy? We don’t think so. But it is a sign that brands must truly know who they serve and why they exist.

Identity is the key 

If there’s one quality that allows brands to weather cultural cycles and the unpredictability of public opinion, it’s a strong identity. In moments of calm, identity guides growth. In times of polarization, it becomes an anchor. Identity is central to human psychology. It provides people with stability, belonging, and meaning, even when the world shifts.

Collective identity plays a powerful role here. When individuals feel disconnected or threatened by societal change, they turn to groups, causes and brands that reflect their values and offer a sense of community. This is why purpose-driven brands can forge deep emotional loyalty. Not because of the products they offer, but because they validate and amplify shared identities.

Your brand’s identity is more than a mission statement and understanding it requires three things: 

1. Who you serve: People align with brands that reflect their values and aspirations and help them express who they want to be.
2. Who you are: As a brand, what are your values and what do you stand for? As you mature, who do you aspire to become?
   
3. Why you exist: Not just what you sell, but why you matter and what role you play in society.
   

The brands we choose say something about us—about our values, our beliefs, and how we want to be seen. We use brands to express who we are.

For brands, that means going beyond products and price tags. It means standing for something, and doing it in a way that people feel. When done authentically, this creates loyalty that can even withstand controversy.

How the past reveals the future

We see it time and again: the forces shaping society andbrands move in cycles. Beneath every surge of innovation or wave of public backlash lies a deeper current, driven by the rise and fall of trust in society.

The history of brand advocacy follows these patterns. Over the decades, brands have mirrored the collective psyche of their time. Today’s polarized climate is just the latest chapter in a repeating story. When collective trust rises, we open up, explore, embrace differences, and reimagine norms. When anxiety rises and trust declines, societies tighten their grip, lean into structures, and resist the unfamiliar.

What’s next? A bolder, more expressive age

While we can’t predict the future, societal change follows a certain logic. After a decade of instability and heightened anxiety, the emotional tide is shifting. Based on past cycles, moving into 2030 we can expect anxiety to recede, enabling society to open up and loosen the grip of protectionism, rigid norms, and fixed identities. We should see trust rise and a new era of confidence emerge—one defined by more expansive, daring, and creative mindsets.

Four hypotheses for 2030+

1. Hunger for transformation and experimentation.

As fear loosens its grip, people will lean into change. They will reclaim authorship over who they are becoming. Autonomy, personalization and boundary-pushing will define the mindset, and the belief that better models are possible will drive innovation. We see early signs of this mindset in crypto, which rejects old systems in favor of building better ones.

Branding implications

Activism will be pragmatic and solution-focused. Don’t declare—demonstrate. Show what you’re building, changing, or fixing. Proof will matter more than descriptions.

Example

Ben & Jerry's "DIY activism" campaign invites people to be protagonists of change, not just passive supporters.

2. Greater openness to ambiguity and paradox.

People stop demanding black-and-white answers and become more capable of adapting, better navigating nuance and complexity. They’ll tolerate ambiguity and imperfection if it’s owned with self-awareness, pragmatism, and action.

Branding implications

Share the journey without trying to be perfect. Instead, tell a layered, evolving narrative. People want to see your process, including the tension and effort.

Example

Eyewear brand Ace & Tate didn’t sugarcoat mistakes. In a blog post about their sustainability missteps, they opened with: “Look, we f*cked up.” That kind of honesty made them look real. And that built trust.

3. Rise in polarization and radicalism

When people are no longer bound by fear, they feel more free to express bold and divergent views, resulting in a more irreverent and liberated cultural climate. We see the early seeds in the emergence of radically confident subcultures, from die-hard feminists like the 4B movement, to proud “Trad wives” to hyper-masculinists shaped by alpha male influencers. These subcultures seek sovereignty, fiercely defining their own identities.

Branding implications

Take sides. Identity will matter more than ideology, so people will rally around belonging and shared convictions, not just causes. Define your lane and stick to it.

Example

Nara Smith, known as a "trad wife" influencer, partnered with Marc Jacobs to create a unique advertisement where she bakes their tote bag “from scratch.” The campaign already has over 2.5 million views.

4. Progress through diverse collabs

The next wave of progress won’t be top-down or come from lone heroes. It will come from collective, often messy, collaboration across people with diverse views.

Branding implications

Proudly outspoken brands will thrive by embracing contrast, welcoming dissent, and collaborating across perspectives. They will feed collective confidence, not consensus, by making space for voices unlike their own.

Example

Sky High Farm Workwear, a brand supporting food security initiatives, collaborated with Balenciaga to merge philanthropy with high fashion, exemplifying how brands with differing market positions can unite for social good.

The next era starts with knowing who you are

As we move toward 2030, this cycle offers more than insight—it offers perspective. Today’s tension is part of a deeper rhythm, one that points to rising trust, growing confidence, and a renewed opportunity for brand advocacy.

Brands that know who they are, who they serve, and why they exist are far better equipped to navigate a polarized landscape than those trying to be everything to everyone.

The brands that will succeed in this new era are not those that avoid taking a stand, but those that stand with conviction, clarity, and consistency. The key isn’t to shout louder or to silence yourself—it’s to know who you are and to act accordingly.