PUBLISHED
Mar 12, 2025
WORDS
Esme Smith
It’s time for Modern Courage
It’s Revolt’s Causes That Count’s fifth birthday! To celebrate we’re taking stock of the issues that matter to people. What’s enduring? What’s not? And how can marketers find the courage and clarity to succeed purposefully in today’s world?
2025 marks the halfway point in what the UN has billed as ‘The Decade of Action’ on the Sustainable Development Goals, as well as what is considered to be the decisive decade on Climate Change. This year also marks five years since we started Causes That Count and provides a great moment in time to take a longer-term view of how many of the issues everyday people care about have been trending.
Some issues never fade. Access to healthcare, poverty, unemployment, climate change—these consistently feature in Revolt’s top five causes. But the way people talk about them, the urgency they carry, and the cultural focus they command are constantly evolving. Meanwhile, new issues rise and fall with political and social tides, grabbing headlines before being replaced by the next crisis or controversy. Think free speech, border control policies, trade wars and national security.
For Revolt, this begs the question: what issues should our clients align with to build their brands and how can they show up authentically? Do you stand firm on long-held commitments, or do you pivot to reflect changing cultural priorities?
In an era epitomised by changing conversations around DEI (Diversity, Equity, and Inclusion) where identity, fairness, and representation are under constant scrutiny, the answer requires both courage and clarity.
Some issues never fade. Access to healthcare, poverty, unemployment, climate change—these consistently feature in Revolt’s top five causes. But the way people talk about them, the urgency they carry, and the cultural focus they command are constantly evolving. Meanwhile, new issues rise and fall with political and social tides, grabbing headlines before being replaced by the next crisis or controversy. Think free speech, border control policies, trade wars and national security.
For Revolt, this begs the question: what issues should our clients align with to build their brands and how can they show up authentically? Do you stand firm on long-held commitments, or do you pivot to reflect changing cultural priorities?
In an era epitomised by changing conversations around DEI (Diversity, Equity, and Inclusion) where identity, fairness, and representation are under constant scrutiny, the answer requires both courage and clarity.
Courage Isn’t About Jumping on Every Issue
Even if it were possible to react to every issue, it’s important to recognize that most of the big causes of the moment have very little to do with the core purpose of a specific brand. The key is to distinguish between long-term commitments and short-term moments. Some issues define a company’s core identity; others require careful assessment before engaging.
Brands that flip-flop on values damage credibility. Take companies that post about Black Lives Matter one year, then stay silent when voter suppression laws disproportionately impact Black communities the next. Consumers notice inconsistency. The most respected brands are those that show up consistently and take action beyond social media.
Today, this is most apparent in the raging debate around DEI. The past decade has proven that DEI isn’t a trend—it’s a movement. Calls for racial justice, gender equality, LGBTQ+ rights, and accessibility have reshaped public expectations of businesses. However, within DEI, the specific focus areas change. One year, it’s gender pay gaps; the next, it’s transgender rights or neurodiversity.
The fundamental principle of fairness is unwavering in its importance. Marketers should repeatedly ask themselves what does fairness mean for your business? Is it about leveling the playing field, providing equal opportunities or striving for equal outcomes? With this clear understanding you can navigate the changing cultural context.
Modern brand courage isn’t about chasing relevance—it’s about sticking to your guns where it matters and knowing when to stay in your lane.
Brands that flip-flop on values damage credibility. Take companies that post about Black Lives Matter one year, then stay silent when voter suppression laws disproportionately impact Black communities the next. Consumers notice inconsistency. The most respected brands are those that show up consistently and take action beyond social media.
Today, this is most apparent in the raging debate around DEI. The past decade has proven that DEI isn’t a trend—it’s a movement. Calls for racial justice, gender equality, LGBTQ+ rights, and accessibility have reshaped public expectations of businesses. However, within DEI, the specific focus areas change. One year, it’s gender pay gaps; the next, it’s transgender rights or neurodiversity.
The fundamental principle of fairness is unwavering in its importance. Marketers should repeatedly ask themselves what does fairness mean for your business? Is it about leveling the playing field, providing equal opportunities or striving for equal outcomes? With this clear understanding you can navigate the changing cultural context.
Modern brand courage isn’t about chasing relevance—it’s about sticking to your guns where it matters and knowing when to stay in your lane.
Clarity is King
At the same time, speaking out without substance is just as risky. Every decision must be data-led, values-driven and delivered credibly. According to a 2023 survey from The Harris Poll, 77% of companies would have a better reputation if they spoke out on social issues related to their business.
Before engaging with a cause, brands must ask:
1. Do we have the credibility, expertise or meaningful historic association to speak on this?
2. Can we contribute beyond a statement—through action, funding, or policy?
3. Will this align with our long-term commitments and growth opportunity?
Before engaging with a cause, brands must ask:
1. Do we have the credibility, expertise or meaningful historic association to speak on this?
2. Can we contribute beyond a statement—through action, funding, or policy?
3. Will this align with our long-term commitments and growth opportunity?
The Bottom Line
Courageous brands don’t chase trends. They lead with conviction. Doing purpose properly is an ongoing journey, not a marketing moment. The smartest brands will stay rooted in data, credibility, and action—choosing their battles wisely while standing firm on their core values. In a world where change is constant, the commitment to genuine, value-driven engagement remains a steadfast guide for marketers.
If you want to learn more about how Revolt can help your brand find a relevant, credible Causes That Counts, get in touch with roman@revoltlondon.com.
If you want to learn more about how Revolt can help your brand find a relevant, credible Causes That Counts, get in touch with roman@revoltlondon.com.
