Purpose over politics

Faced with growing scepticism and the green backlash, purposeful brands must clarify their mission, demonstrate real results, and tell authentic stories to stand out.

Let’s be honest - purposeful brands are in a tight spot. Many of my clients are questioning how they stay true to their values in a ‘post-woke’ world.

As the pendulum swings sharply right - with Trump back in the White House and similar sentiment echoing across Europe - the backlash against ESG (Environmental, Social, and Governance), DEI (Diversity, Equity and Inclusion), and sustainability is loud and growing.

From Wall Street to Westminster, climate action is being labelled "woke capitalism", and DEI programmes are suddenly political minefields. But for brands built on purpose? It’s the time to adapt -and double down (smartly) on what really matters.

The backlash is real

The shift is measurable, and not just in rhetoric.

• In early 2025, the Trump administration dismantled major climate and DEI policies, while UK regulators dropped plans for mandatory DEI rules after industry resistance

• U.S. ESG funds saw outflows of nearly $20 billion in 2024, up from $13 billion in 2023

• The European Commission has proposed easing certain sustainability reporting requirements to enhance competitiveness

• Big names like Walmart, McDonald’s, Lego and Amazon have scaled back DEI initiatives due to political and legal pressure

• Board diversity is stalling. The percentage of Black directors in new U.S. board appointments dropped to 12% in 2024, down from 26% in 2022

The challenge for purposeful brands

Whether you're advising a traditional engineering firm or a high-stakes investment group, this climate of cynicism presents some thorny problems:

Reputational Risk

Staying committed to ESG or DEI in a “post-woke” era can invite scrutiny from both clients and politicians. Playing it safe might seem tempting, but it’s not the move for brands built on trust.

Internal Fatigue

With the constant political noise, internal champions of inclusion or sustainability will be feeling deflated, and in some cases, genuinely fearful.

Shifting Regulations

Especially for companies straddling markets in the US and UK, inconsistent rules on disclosures, data, and ESG measurement make implementation harder than ever.

 

The opportunity (yes, there is one)

Here’s the silver lining: when others pull back, you get to stand out. There’s still strong demand for purpose - just in smarter, more intentional ways.

1. The public is still with you!

Despite the political posturing, 80% of people globally want stronger climate action, according to UNDP. The appetite hasn’t disappeared, it’s just less visible.

2. Long-term loyalty > short-term trends

Purpose still pays. Employees, customers, and younger investors continue to align with brands that show values in action - not just statements.

3. Global market advantage

As the U.S. turns inward, the UK and EU remain relatively pro-ESG. Staying aligned to global standards can unlock new partnerships and funding opportunities.

Takeaways for marketing leaders

If you’re leading brand strategy or comms for a purpose-led organisation - or guiding clients who are - here’s how to keep calm and carry purposefully on:

Get clear on your “why”

If your ESG or DEI initiatives feel reactive or vague, now’s the time to reframe. Tie everything back to your organisation’s core mission and commercial goals. Be confident. Be specific.

Educate, don’t evangelise

Avoid the moral high ground. Instead, lead with outcomes: reduced waste, healthier workplaces, better performance. Purpose isn’t political—it’s practical.

Tell stories, not just stats

Numbers matter, but they don’t inspire. Showcase people, communities, and real-world impact. This builds emotional connection even in cynical times.

Prep for pushback

Have a gameplan for critics. Equip your teams with talking points, FAQs, and supportive data so they’re not blindsided.

Final Word

We’re in a new chapter, one where purpose must be agile, data-driven, and quietly confident.

The organisations that thrive will be those who resist the urge to retreat, who keep their eyes on the horizon, and who continue to lead their industries toward progress. Even when the political winds shift.

And if you’re in marketing, your voice is critical. You’re not just managing reputations, you’re helping shape the next generation of trust.

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