Brands in the firing line: unveiling the cultural controversies of contemporary brand activism.

The 2024 US presidential election unfolded with unexpected results for many, highlighting the deepening and widespread distrust Americans – and much of the world – harbor toward traditional institutions and media. Both supporters and critics of Donald Trump raised concerns about the legitimacy of the election process, voicing skepticism not only about the fairness of the election itself but also about the role of the media in shaping public perceptions and influencing decision-making (Raffio, 2024). This climate of skepticism is not new but rather the culmination of years of growing disillusionment. A Pew Research Center survey published in 2022 (Public Trust in Government 1958–2024) revealed in fact that only 20% of Americans trusted their government – the lowest level recorded in nearly 70 years. Similarly, fewer than 30% of individuals in major democracies believed that the media reported the news fairly, reflecting a global erosion of trust in the institutions designed to inform and govern. These troubling trends were confirmed in 2023 on a global scale by the Edelman Trust Barometer, which reported that only 43% of people worldwide trusted their governments to do what is right and only 37% of global citizens placed their faith in traditional media. One of the most significant consequences of this erosion of trust over the years has been that individuals have increasingly turned to alternative sources of leadership and accountability, with brands emerging as pivotal players in this transformation (Gambetti & Biraghi, 2023; Moorman, 2020; Pimentel et al., 2024). Consumers have progressively started viewing brands not merely as commercial entities but as influential institutions (Moorman, 2020), which are capable of shaping public opinion, influencing policy and so driving societal change due to their economic legitimacy (Kotler & Sarkar, 2020). This shift in expectations has prompted brands to redefine their rationale and relationship with society, ultimately taking on responsibilities once shouldered by traditional institutions (Gambetti & Biraghi, 2023) (...)