{"id":9134,"date":"2025-09-09T01:17:25","date_gmt":"2025-09-09T05:17:25","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/09\/09\/brands-calendar-moments-require-credibility\/"},"modified":"2025-09-10T07:23:57","modified_gmt":"2025-09-10T11:23:57","slug":"brands-calendar-moments-require-credibility","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/brands-calendar-moments-require-credibility\/9134\/","title":{"rendered":"Brands &#8211; Calendar Moments Require Credibility"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Alexis Mardapittas, Executive Creative Director\/Co-Founder, <a href=\"https:\/\/www.caya.net\/\">CAYA Studios<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Pride. International Women\u2019s Day. Black History Month.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">These aren\u2019t just dates for hashtags, they\u2019re charged cultural moments rooted in history and emotion. If you\u2019re going to join the conversation, you need to show real commitment, not just a rainbow logo or generic statement.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Case in point: Love Island. The show touted diversity in trailers, yet fans pointed out its latest cast is almost entirely white \u2013 again. Critics highlighted colourism, tokenism, and the recurring pattern of Black women being paired last or voted off early. Ofcom has received <a href=\"https:\/\/www.ofcom.org.uk\/tv-radio-and-on-demand\/broadcast-standards\/update-on-complaints-received-about-this-years-love-island-series?utm_source=chatgpt.com\">hundreds of complaints<\/a> around racial bias and misogynoir \u2013 headlines followed. What could\u2019ve been a progressive platform became another cultural credibility crisis.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That matters. Because in 2025, people aren\u2019t just watching what brands say. They\u2019re watching when, how, and why they say it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Visibility without authenticity is just a reputational risk<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">You can\u2019t fake this. Not anymore.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We live in a world where roughly <a href=\"https:\/\/www.dentsu.com\/uk\/en\/media-and-investors\/cash-strapped-gen-z-expect-brands-to-demonstrate-purpose-beyond-profit#:~:text=Dentsu%20UK%26I%E2%80%99s%20latest%20national%20consumer%20research%20finds%20that,has%20a%20clear%20impact%20on%20their%20purchase%20decisions.\">70% of Gen Z<\/a> prioritise brands that prioritise emotional and ethical intelligence in their messaging. And with <a href=\"https:\/\/www.dentsu.com\/uk\/en\/media-and-investors\/cash-strapped-gen-z-expect-brands-to-demonstrate-purpose-beyond-profit#:~:text=Dentsu%20UK%26I%E2%80%99s%20latest%20national%20consumer%20research%20finds%20that,has%20a%20clear%20impact%20on%20their%20purchase%20decisions.\">90%<\/a> of Gen Z concerned with social and environmental issues, it\u2019s no wonder brands are expected to take a stand on social issues \u2013 but not if it\u2019s a shallow one.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Attending Pride parades and calling it allyship doesn\u2019t cut it. People see straight through it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">E45\u2019s \u201cThis Is Me. This Is My Space\u201d was a skincare campaign on the surface, but underneath, a deeply human exploration of trans and non-binary people\u2019s relationship with their bodies. It featured real stories, grounded in medical truth and community input. It was more than inclusion, it was invitation. And it landed and resonated because there was care in every decision.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Now contrast that with Sony, Bud Light, or Durex, who pulled or scaled back Pride support this year. The message to consumers is that \u201cWe\u2019re here for the party, not the protest.\u201d And it stung. Over <a href=\"https:\/\/www.edelman.com\/trust\/2023\/trust-barometer\/special-report-brand-trust?utm_source=chatgpt.com\">40% of LGBTQ+<\/a> consumers actively disengaged from brands that bailed on Pride in 2024. That\u2019s reputational erosion.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a brand, you don\u2019t need to join every cultural conversation. But if or when you do, you\u2019d better mean it. Because showing up inconsistently is worse than not showing up at all.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Stop showing up. Start embedding yourself.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Tokenism is easy. Real inclusion takes work.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Too many brands still make surface-level gestures without ever addressing their internal makeup. They cast diversely but don\u2019t write or direct diversely. They run campaigns \u201cfor\u201d a community, not with them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Authentic representation starts at the root. That means having the right people in the room before the script is written, before the casting call, before the brief is even signed off.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s the difference between performance and partnership.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The most powerful work comes when community insight is woven through the strategy, not retrofitted into the campaign. It\u2019s about co-creation, not consultation. And when brands get this right, the results speak for themselves.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Spotify\u2019s \u201cBlack History Is Happening Now\u201d didn\u2019t just spotlight Black artists, it invested in them, platformed their stories, and built an entire initiative that lived beyond a month. It became part of culture, not just commentary on it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>You don&rsquo;t have to brave perfection, but you must bring truth<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">No one\u2019s expecting brands to be perfect. Just present, authentic, and honest.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Cultural credibility doesn\u2019t come from polished comms, it comes from vulnerability. From admitting gaps. From listening &#8211; really listening &#8211; when criticism comes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that\u2019s a mindset shift.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands need to move from risk aversion to value alignment. Stop worrying about backlash and start focusing on why you\u2019re showing up. If your intentions are rooted in truth, you\u2019ll weather the storm. If not, the storm will take you down.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We saw this with Patagonia\u2019s \u201cDon\u2019t Buy This Jacket\u201d. It was provocative. It upset people. But it also sparked debate, drove cultural change, and built decades of brand equity. Because it was real. It stood for something. The same goes for Guinness\u2019 long-term commitment to rugby inclusivity, featuring LGBTQ+ players and investing in grassroots initiatives &#8211; not just brand films.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>This isn&rsquo;t just theory. It&rsquo;s business logic.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Doing cultural moments well pays off.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">E45\u2019s campaign didn\u2019t just get applause, it got results. It drove a <a href=\"https:\/\/www.campaignmediaawards.com\/finalists\/this-is-me45-92dhs05n8jmd037\">29% increase in purchase intent among 18\u201334s, and a 15% rise in product sales.<\/a> That\u2019s the commercial upside of campaigns built with community, care and credibility.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s proof that when you mean it, people move with you. They notice. They share. They buy.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But when you fake it, they disappear.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Quietly. And for good.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands need to move from risk aversion to value alignment. Stop worrying about backlash and start focusing on why you\u2019re showing up.<\/p>\n","protected":false},"author":7,"featured_media":9135,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brands - Calendar Moments Require Credibility | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/brands-calendar-moments-require-credibility\/9134\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brands - Calendar Moments Require Credibility\" \/>\n<meta property=\"og:description\" content=\"Brands need to move from risk aversion to value alignment. 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