Navigating disruption

Elevating Above the Noise

The world is in perma-crisis. Not just across the usual political and economic spheres, but across sustainability, culture, business and technology. We are in a perpetual 24-hour news cycle, and our phones provide constant noise from headlines to funny cat videos to stealthy Temu ads on Tik Tok. This cacophony has led to a desire for constant change and reinvention. Changing trends, aesthetics, cultural mores and moral traps litter our feeds and algorithms, forcing buyers and brands alike to react and adapt as quickly as possible. For brands, there is a sense that unless they are willing to bend themselves into uncomfortable shapes, they are likely to lose out on buyers who are increasingly disloyal, discerning and distracted.

However, brands that jump onto crises run headfirst into issues that they don’t fully understand or pivot their entire brand positioning, rarely keeping their buyers in mind. Being reactive rather than responsive is a dangerous game to play. We can look at Target in the US, rolling back their diversity, equality and inclusion initiatives to fall in line with the Trump administration. In 2025, their CEO was forced to step down following prolonged boycotting and declining sales. Pepsi’s 2017 ‘Live for Now’ campaign featuring Kendall Jenner sparked immediate backlash as it was felt to make light of the ‘Black Lives Matter’ movement. According to YouGov, it took 9 months to recover their brand perceptions with Millennials following the release of the ad and purchase consideration dropped by 10%.

So, why does this happen? Often it can be due to short-term pressure from buyers and social media users. The absence of a comment, post or action can be perceived as a lack of care, or worse a stance against key progressive movements. The fear of the mob mentality can be a powerful force in pushing marketers into rushed reactions. These decisions become more pronounced when there is a lack of basic brand foundations. Without a clear sense of what your brand stands for or how it communicates with its buyers, any marketing activity or stance can feel clunky, disconnected and lacking substance. Reacting doesn’t make a brand look aware and on top of the conversation. It can look desperate to find cultural relevance.

To elevate above the noise of others, brands should first do some useful introspection, especially if they aren’t clear on what they stand for or who they are for. Brands that are clear on their story can play by their own rules and relate better to their target buyers. This clarity stops reactivity and volatility and instead helps brands respond to moments that are meaningful in their own timeframe.

As an illustration, here are three brands that have played by their own rules and elevated themselves above the noise through actions that were anchored by substance, clarity on who their buyers are and a strong brand.

• Patagonia’s deeply rooted purpose and positioning that helps them navigate a world obsessed with fast fashion and greenwashing.
• Ikea’s consistency and distinctiveness continued to drive customers into their shops, not just online.
• Ben and Jerry’s purpose driven positioning allows them to speak on issues that others cannot.

Patagonia was founded with clear values; quality, integrity, environmentalism, justice and not bound by convention. They fundamentally reject most conventional retail wisdom, focusing on encouraging mending clothes, not buying new and taking on causes and challenges that most brands wouldn’t touch with a bargepole. One of their current causes is focused on ended open net salmon farming. However, in a world where Shein and Temu reign supreme and clothing companies are regularly held up as greenwashing, Patagonia stands apart. They don’t let the market shift their values or their positioning. Their consistent commitment to environmental causes, usually ones that aren’t popular, is unmatched. They understand who their buyers are, but they don’t pander to anyone. They are confident in reaching people who share their philosophy (or at least want to look as though they do).

Ikea grounds its communications and its interactions with its buyers in human truths. Their vision is ‘create a better everyday life for the many people’. They are unafraid to deliver reality across communications and the in-shop experience. Who hasn’t wandered around the little model apartments before hunting down meatballs in the café?! When they take on political or social matters, they do so with substance and never straying from their values. For example, their rainbow carrier bag debuted in 2019 in support of Pride Month. However, it isn’t just a symbol. 100% of the profits from the sale of the bag goes to LGBTQIA+ charities across the UK and Ireland. Responding with a consistent, considered approach, rather than reacting with a quick rainbow logo change.

Ben and Jerry is a controversial choice as an example of elevating above the noise. On the surface, a very fun and delicious ice cream company. However, the brand was founded on principles of amplifying the voices of marginalised communities and promoting and supporting social and economic justice. Or as they put it ‘We use ice-cream to change the world’. Their social posts for Pride Month (June) have focused on uplifting and celebrating the trans community, despite tensions in the United States. They have also stood firm on their support of abortion access and voters rights and are happy to keep the comments open to those who disagree with their stance. Their ability to elevate above the noise was focused on taking a stance, rather than burying their heads in the sand. It feels natural from a brand who have real principles.

In marketing, it can be tempting to jump on the ‘new shiny thing’ bandwagon. To take on causes that we know our brands fundamentally aren’t built for, or to find ourselves lost trying to do the right thing, with the wrong tools. However, we can look to our example brands for a few key lessons in elevating above the noise.

• Look before you leap. Get to know your brand and understand what you stand for. It doesn’t have to be a lofty purpose, but it should give your brand substance and help you tell your own story, rather than leaping on the back of someone else’s.
• Silence is golden. Not everything needs a comment or an opinion. Not every issue or subject concerns your brand or your communications. If your brand cannot make an authentic contribution that is backed up with action, then stay away from the conversation.
• Be mindful of your buyers. If you think your world is loud, spare a thought for the buyers you are trying to target. They are bombarded with messages, noise and nonsense from brands every day. Don’t be the brand that adds more to their mental load. Be the brand that is solving their problems. Be on the side of your buyer.