Brand activism has been one of the defining narratives of the past decade. From climate change campaigns to social justice messaging, and pretty much everything in between, brands have sought to align themselves with causes bigger than their products. The theory has been simple: values drive affinity, and affinity drives loyalty. But as we stand in 2025, a growing tension is emerging – one between purpose fatigue and the rise of pragmatic utility.

This is Lab Notes, your 3-minute read from Liquid Lab. 

The Fatigue Factor
Consumers are increasingly wary of what some call performance activism: one-off campaigns or reactive stunts that attach a brand to cultural moments without substance. Audiences, especially younger ones, are quick to call out hollow gestures… If we thought Gen Z would keep us honest, then the emerging Gen Alpha will make us feel like we’re living a Kendal Jenner Pepsi ad (remember that one?!) When every brand seems to have a manifesto, the words can start to lose power. Trust will always erode when activism looks opportunistic rather than integral.

The Shift Toward Utility
At the same time, there’s been a resurgence in appreciation for brands that solve real-world problems in tangible ways. Being able to find authentic ways for their brand propositions to provide real-world solutions also shows empathy and understanding of their audience, increasing their relevance and positively impacting affinity. This doesn’t mean abandoning purpose, but rather grounding it in functional action. IKEA’s furniture buy-back scheme, Patagonia’s resale initiatives, and Nike’s accessible design for athletes of all abilities all show how values come to life when paired with practical solutions. Utility becomes the new activism.

The Middle Ground
It’s important to note, though, that it isn’t a binary choice. The most culturally resilient brands will always understand that they need to strike a balance: they communicate values clearly, but they anchor them in products, services, or experiences that make a measurable difference. The message becomes credible because the action is visible.

So what…?
The challenge for marketers and strategists is clear: move beyond symbolic statements and deliver meaningful interventions in people’s lives. For some, that will mean embedding sustainability into supply chains. For others, it will be innovating around accessibility, affordability, or well-being…and that’s just scratching the surface to keep this article bite-sized. So long as it’s authentic, the opportunities are endless, but they all lie in connecting purpose to practice.

In this climate, moral stances alone may no longer be enough. Real-world utility – executed with clarity, humility, and cultural relevance – could prove to be the most powerful form of activism of all.

Ultimately, though, the truth will always out. If your brand truly believes it, people will feel it. And if you don’t, they’ll vote with their feet (or clicks).