Consumers care. They always have and they always will.

Previously, value, quality and service topped the list of what consumers cared about. Today, social, ethical and environmental considerations are creeping up in importance and to some consumers, they're just as important.

The way a brand speaks about these issues can either bring consumers in or push them far away. We've seen this play out: for example, on one hand, The Ordinary called out rising egg prices in their own cheeky way to consumer delight – but comparatively (and without naming names), there are brands we can all think of that became apocryphal for inspiring backlash. 

Yes, what you communicate matters, but how you communicate it can be the difference between continued brand equity building and your sales taking a dip.   

But here's the thing: brands currently feel stuck between a rock and a hard place. And for good reason.

According to Revolt’s latest report, Hugging the Bear, DEI is 11% more divisive now than it was in 2023. Climate change, social justice, equality…pick your issue and chances are, it's gotten even a bit more politically charged. So naturally, brands are thinking: Why would we touch this? Many have gone silent, retreated to ‘safe’ territory, convinced that taking any stance means alienating half their audience.

Here's what they're missing: over half of US consumers (53%) are still voting with their wallets. They're prioritising brands that drive positive change. Gen Z is leading the charge at 64%, but this isn't just a young people thing. 60% of Millennials and 31% of Baby Boomers are right there with them. Even more surprising? This crosses political lines. Almost two thirds (63%) of left-leaning Americans say they vote with their wallets, but so do just over half (51%) of right-leaning Americans.

This tells us that the demand hasn't disappeared. It's gotten louder. The problem isn't whether brands should engage. It's that most brands don't know how.

The solution isn't silence. It's smarter language.

Our research tested how consumers respond to the same issues framed in two different ways: unifying, values-based language versus more activist language. The results? 87% of consumers across all demographics tested (age, race/ethnicity, political leaning), agree on what matters most when issues are linked to core human values like belonging, safety, and freedom.

Take climate change. When framed in unifying language as ‘securing a safe climate for my family's future,’ it resonates, but when framed with activist language as ‘fighting for climate justice,’ you start losing people. That’s not because they don't care about the planet, but because the framing feels divisive, like picking a side in a political battle rather than addressing a shared concern.

This isn't about watering down your values or playing it safe. It's about recognising that the way you frame an issue determines whether people see themselves in it or see you as preaching to someone else entirely. But how do you make it work for your brand in particular?

Enter the Bearchetypes.

We developed five approaches for brands to authentically connect their impact to the communication style that works best for their audience:

• Values Bear unites people around universal values and common ground (think family, community, future generations).
• Nation Bear wraps impact in patriotism and tradition (appealing to national pride and legacy).
• Business Bear grounds impact in business outcomes (innovation, efficiency, competitive advantage).
• Benefits Bear highlights consumer benefits and tangible value (what's in it for them, directly).
• Advocate Bear boldly takes stands on social issues (for brands whose audience expects and demands it).

The key is knowing which bear you are and leaning into that authentically. A mass heritage brand trying to be Advocate Bear when their consumers want American Bear? That likely won’t work. A purpose-driven challenger brand playing it safe with Benefits Bear when their audience craves Advocate Bear? You’re leaving money (and loyalty) on the table.

This isn’t just about reputation. It’s about revenue.

Revolt’s Cost of Silence report found that companies with above-average environmental performance see 6% higher EBITDA. Where they fall short is communicating this performance. Strong sustainable practices aren't a nice-to-have. They can drive measurable financial returns. But you can't unlock that value if you're too afraid to talk about what you're doing.

Brands can no longer afford to hibernate. The consumers are there. The business case is there. What's been missing is the roadmap for how to show up without potentially stepping on a landmine. It starts with leading with what unites us, not what divides us. It's about translating complex, charged topics into universal human values that resonate across the board.

Your audience cares about impact. So talk to them about it.