Top Messages of 2025
Bud Light, Nike, Apple, and American Eagle. When it comes to knowing what to say and when, it seems like no brand is safe. Take the recent American Eagle ad that went viral for offending many for its reference to “good jeans”, a stray from its All-American brand strategy. The ad briefly caused a small stock increase, then produced a -80 point swing in brand sentiment. Our blog will explore how your team can create a winning brand and communications strategy and avoid common missteps that often offend customers in 2025.
A recent study found a swing towards more positive opinions from Americans wanting companies to take a stance on important topics. Which leaves many of us asking, “How do brands stay relevant in a politically charged year?” However, this does not mean to to jump in right away. Yes, being more open and transparent will win over workers and customers, but ensuring it aligns with your values and strategic objectives is key. Like we recently witnessed with Cracker Barrel, customers and fans will call you out in a big way if you miss the mark. Let’s explore the top messages people want to hear about in 2025.
Top 3 Messages:
Climate Change
Mental Health & Healthcare
Diversity, Equity & Inclusion
You might be thinking….we can’t talk about that! But the growing need for companies to address relevant topics your people are experiencing every day, is here to stay. Check out these quick tips for finding authentic ways to speak to your employees and customers, in a politically neutral way, that aligns to your business strategy.
First, stay authentic to your brand and its customer segments. Knowing and understanding your brand’s voice, past and present, is a key part of clearly communicating across audiences. Consider conducting qualitative and quantitative research with your core and next generation customers to find your brand perceptions and track health metrics. Reviewing brand health data over time is a critical component of your strategy.
Next, align your strategic objectives with the current topics of interest to your customers. Proactively explore opinions and behaviors associated with these key areas across customer segments. As topics come up, be prepared to answer the following questions or conduct research before speaking publicly on any topic:
1. Does this topic align with your strategy? Let’s take the Mental Health topic as an example.
a. Answer: Yes, mental health is an important part of our healthcare benefits for workers.
ASK: What types of benefits do employees use most?
ASK: What could the company do differently for employees in the future?
ASK: What aspects of mental health are most relevant to today’s workers?
2. Has your company supported this issue in the past?
a. Answer: Yes, we offer full or partial benefits and coverage, but workers may not be aware of what we offer and that taking care of their mental health is important for many reasons.
ASK: Are you aware of the mental health services provided by the company?
ASK: Have you or a family member used mental health services in the past 3 months?
ASK: What does your manager do to support your mental health?
3. What stakeholders care most? Who will be impacted?
a. Answer: This is important to our employees and leaders, which means we need to communicate more often on mental health and our company benefits.
ASK: What do managers, direct reports, and leaders think about mental health and the impacts it can have on our workplace culture?
Finally, taking the time to test your messages, ads, and imagery with a variety of audiences is a key step in the process. Avoid a common misstep of only testing with your core customers. Hearing what the next generation, your competitors, and potential opposing opinions may think is also helpful.
Addressing key topics facing Americans today helps your brand stay relevant and reach the next generation of fans. How can you create politically neutral brand strategies for 2025? Start a branding conversation with Conversate Labs today.
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Conversate Labs empowers brands and leaders to connect with the next generation through audience-driven insights and powerful storytelling. We believe your words and actions matter most! Schedule a listening session today.
