Cannes Lions 2025: Brands between market and politics

Brands are increasingly withdrawing from socially engaged campaigns and turning to more traditional, “neutral” messages, under pressure from political divisions, consumer boycotts, and investor demands. Companies like Bud Light and Carl’s Jr. have abandoned their previous inclusive approaches and returned to messages promoting traditional values, such as family gatherings and a relaxed lifestyle. Platform X (formerly Twitter) has further complicated advertiser relations by filing lawsuits against agencies that refused to collaborate due to political and social reasons. Budgets for initiatives like DEI and LGBT campaigns have been significantly reduced, and companies like Target and BarkBox have been subject to boycotts following changes in their policies. The choice of platforms and campaign tone is increasingly becoming a political decision, with brands carefully selecting how and where they communicate. 

These topics were discussed at this year’s Cannes Lions festival, where advertisers emphasized that the political environment has become extremely sensitive and many brands opt for silence to avoid risks. The focus is increasingly shifting towards the use of artificial intelligence and technological innovations, while socially responsible messages are consciously being pushed to the background. 

Source: Financial Times, Kliping.rs newsletter