Our Co-founder Christian Ihre shares why no brand is safe from political scrutiny in 2025, and how companies are learning the hard way that if you don’t control your brand narrative, someone else will.
What matters in 2025
Prepare to get politicized
Key takeaways
- No brand is immune from being politicized, directly or by association.
- Purpose provides proactive control of your brand in politically charged situations.
- Brands with a clear, consistent direction can navigate controversy without losing what matters most – trust.
No escape from politics
Over the years, journalists have asked me to comment on various brand scandals, often expecting me to predict dire consequences. I’ve often explained that it wouldn’t have any noticeable impact – mainly because the brand has been much bigger than its founder, manager, or employee’s actions.
But I’ve also warned that these incidents signal a growing trend in an increasingly polarized society. As politics become more radicalized, brands are increasingly drawn into political debates. Elon Musk’s shadow effect on Tesla is the most recent example, but far from the only one, and not the last that we can expect.
–A clear purpose is an anchor. Politics change. Public sentiment swings. But successful brands endure because they remain true to their core.
Volvo
Volvo’s long-standing tagline, “For life,” encapsulates the brand's human-centric approach. However, it took on an unexpected political dimension in late 2024 when its latest commercial taken to heart by the pro-life movement in the U.S. Volvo did not issue a clarification or response to this interpretation. The incident underscores how even well-established messaging can be reinterpreted in ways brands don’t anticipate.
Costco
In contrast to companies that have recently succumbed to external pressures to tone down their DEI pledges, Costco is taking a different path and holding firmly to its values. Their decision isn’t about following trends – it’s about having the courage to stick with core principles even when political winds suggest otherwise. Costco’s approach reminds us that a genuine, clearly defined purpose can set your brand apart in a politically charged market.
Telenor
During the Nordic 5G rollout, heated debates over national security thrust telecom company Telenor into an unwanted political spotlight. Lacking clearly defined values and proactive communication, the company’s vendor decisions were recast in a geopolitical context – overshadowing its core business focus on innovation and connectivity. This example shows how external forces risk defining your narrative for you if your values are unclear.
Pfizer and Moderna
The COVID-19 pandemic turned Pfizer and Moderna into political flashpoints. What they expected to be seen as a triumph for science became deeply a deeply polarized discussion among the public. Pfizer’s CEO took a high-profile media approach to defend the company’s work, while Moderna leaned on technical research-driven messaging. A good example of how even science-driven businesses must prepare for political scrutiny.
Jaguar
In late 2024, Jaguar unveiled a rebranding campaign in a commercial full of diverse models in avant-garde fashion, but without a single car. This departure from tradition led to accusations of the brand becoming "woke" and abandoning its heritage. Jaguar's managing director, Rawdon Glover, defended the move as a bold reinvention aimed at attracting a new customer base. This shows how even a design update can spark political discussion.
Tesla
Tesla’s brand has been closely tied to Elon Musk, an increasingly polarized public figure, and is now facing backlash from customers. Recent international studies have shown sharp drops in brand preference for Tesla in European markets. In Germany, the overall EV market is up 54% YoY, while Tesla’s orders are down 59% YoY. When a personal brand overshadows the company, it creates risks that can alienate customers.
–Understand that the real risk isn’t politicization – it’s being caught unprepared when it happens.
Purpose is an anchor
The learning here is that a strong purpose is the difference between a brand that weathers the storm and one that gets tossed around by every political shift. You don’t want to be Meta/Facebook, known for its flip-flopping on policies. A clear purpose is an anchor. Politics change. Public sentiment swings. But successful brands endure because they remain true to their core.
Understand that the real risk isn’t politicization – it’s being caught unprepared when it happens. A well-defined purpose gives you the confidence to navigate controversy without panicking or making knee-jerk reactions. You will be able to lead the conversation.
Proactively define what you stand for. If you don’t, the public – or worse, your loudest critics – will do it for you.
Christian Ihre, Co-Founder and Partner
Christian has 25 years of experience in purpose-driven business strategy for international companies across various industries. Christian has led successful projects for world leading organizations and is passionate about helping businesses discover how they can play a larger role in people's lives.
