How can brands stay true to their beliefs in a political world? Some brands are feeling the pressure to abandon sustainability measures, but ignore customer values at your peril, warns Verity Barr, Cavendish Consulting.
In the first week of President Trump’s second term, the White House wasted no time in passing numerous Executive Orders, many of which dismantled key climate change policies and rolled back Diversity, Equity and Inclusion (DEI) programmes.
The message was loud and clear: this new government’s political priorities had shifted, and the pressure was on businesses to adjust quickly.
One hundred days into the presidency and Trump’s influence is still being felt strongly, with right-leaning politicians and influencers around the world accusing brands of ‘woke capitalism’ and political parties wheeling back on or reframing net zero commitments.
Against this landscape of political, economic, and environmental turbulence, businesses that are committed to sustainability are feeling the pressure mounting.
But which direction should they take? Should they hold their ground on sustainability principles or change course with the prevailing political winds? And what about consumers’ views?
Current studies have shown that consumers are looking at brands carefully, and ignoring authenticity and compromising brand values could have severe consequences.
Research we carried out with YouGov showed that a mere 27% of consumers support brands that buckle on their environmental or social promises because of political influences.
When we delved deeper into the subject of trust and authenticity, in some sectors like water, consumer perceptions plummeted, with only 18% of consumers believing that water companies behave authentically and just 30% of consumers perceiving renewable energy companies to be authentic, which stands as a serious concern for an industry expected to set the standard.
These findings underline a profound shift. Business survival is now heavily dependent on authenticity, which used to be seen as just an extra marketing element.
Sustainability badges
Alongside this, the sustainability conversation has evolved. It is no longer enough to announce a prominent environmental initiative or highlight net-zero goals in an attractive publication.
Sustainability is more than just a badge. Consumers want results and demand that brands show clear progress and maintain transparency regarding their difficulties.
Businesses need to involve their customers in their sustainability journey instead of just providing remote updates about their achievements.
Brands must be honest and show improvement because perfection is not required, but progress is. Those brands that can show progress and acknowledge setbacks can generate deeper consumer trust in the long term than companies that ignore complex realities.
Successful sustainability communications now depend on transparency, consistent behaviour, and genuine actions. Greenwashing becomes transparent no matter its intention in today’s digital age.
Why authenticity matters now more than ever
It’s critical that organisations focus on brand authenticity to both maintain their reputations and drive economic success. Consumers are ready to change their brand preferences and pay higher prices to back companies whose principles match their values.
When markets reach full capacity, authentic sustainability efforts can determine whether consumers stay loyal or abandon the brand.
Our recent research introduces the Cavendish Authenticity Advantage Framework, which identifies four fundamental pillars to establish trust.
Ability: The brand must prove its capability to provide promised outcomes through adequate skills and resources.
Authority: Building authority and thought leadership becomes essential for gaining recognition in relevant fields.
Alignment: The brand needs to demonstrate that its core values truly represent the beliefs of its stakeholders.
Accountability: Brands should demonstrate transparency concerning their achievements and setbacks.
Successful brands that integrate these pillars into their sustainability strategies will create stronger consumer relationships while becoming more resilient to political or environmental pressures.
The experiences of leading companies serve as educational examples, while cautionary tales illustrate potential pitfalls.
Several global brands continue to strengthen their commitments despite encountering political opposition.
Leadership teams at Delta, Cisco, and Apple have declared their commitment to diversity, inclusion, and sustainability while emphasising these as fundamental business strategies rather than political declarations. Their stance sends a clear message: real value creation emerges from following principles rather than seeking political approval.
Brands that reduced their sustainability or DEI initiatives due to external pressure encountered considerable backlash. When businesses act inconsistently, they create mistrust among consumers, which becomes extremely difficult to rebuild after it fades away.
The renewable energy sector presents a cautionary example. Renewable energy companies remain central to the green movement yet face significant consumer doubts about their authenticity. The credibility gap necessitates improved transparency, clearer reporting practices and continuous stakeholder involvement throughout the sustainability process.
The age of authenticity
Brand authenticity has become an essential factor in today’s business environment. True sustainability requires embedding environmental and social responsibility into the heart of business operations and culture rather than just fulfilling basic requirements.
As companies navigate the increasingly complex landscape of global politics, climate change, and consumer activism, the path forward is clear: Maintain your promises, practice open communication, and connect with your audiences genuinely.
Brands that hold authenticity have evolved from simply being desirable to becoming an essential competitive edge in business. Companies that avoid authenticity face the same level of risk.
