How brands are evolving their positioning in 2025

Every decade, brand positioning evolves to capitalise on the current moment. During the early 2000s, there was the e-commerce boom. From 2010 onwards, it was digital marketing. In 2025 and beyond, the focus is undoubtedly on sustainability.

Sure, you could argue for AI, too. But realistically, not every company will digitally transform in the near future. First, AI is considerably expensive. Second, many argue that a clear ROI is still years away.

On the other hand, sustainability is a pressing issue here and now. Just look at the data: 76% of consumers want to live more sustainably, 77% of investors are either very or somewhat interested in sustainable investing, and almost half of millennials and Gen Z prefer to work for sustainable firms.

Meanwhile, the deadline for the United Nations Sustainable Development Goals is just five years away, regulatory scrutiny is intensifying, and damning media headlines are everywhere you look – there’s nowhere to hide.

And yet, many corporations continue to undervalue sustainability.

If we’re being kind, these companies face competing priorities, including geopolitical tensions, inflation, and a global trade war that make it tougher to stretch budgets and summit every mountain. However, the impact of rejecting sustainability as a core value, or worse, making empty promises, will be far more damaging in the long term.

Major banks, including HSBC, will be among the first to feel the impact. By cutting their sustainability teams, they’re not only falling behind fintech’s in terms of UX or affordability but now their ESG credentials, too. For instance, many finechs use data analytics to help clients measure and manage their environmental impact. How long will it take for banks to catch up? Probably too long.

Similar mistakes span multiple industries. You have supermarkets like Iceland rejecting sustainable packaging and oil firms like BP reducing their green investments, paving the way for challengers to surpass them. All things considered, it shouldn’t shock that sustainable companies are growing twice as fast as their competitors.

As such, with sustainability here to stay, leaders need to stay on the right side of change – not only through corporate branding but visible leadership, where the best brands are carving out an edge.

One aspect is giving audiences a face to hold responsible in the face of greenwashing. Another is having someone who comes across as genuine through transparent and engaging storytelling. This is exactly why nearly 7 in 10 people trust companies with visible leaders more than those without.

So, how can leaders become more visible? One way is through thought leadership, where they regularly share expert insights across their blogs, social media, or in media publications.

Since sustainability is such a pan-sector issue, journalists are increasingly eager to hear from leading executives, regardless of the size of their business – as size doesn’t necessarily guarantee impact. So, there’s a huge opportunity to make the most of the spotlight.

When executives do, they improve their credibility and, over time, build a following of ESG-conscious talent, customers, investors, and partners who can unlock their next stage of growth.

In terms of talking points, leaders might argue for new policies to accelerate the transition to a clean economy, provide insight into an industry-changing technology, or simply call out how badly sustainability continues to be undervalued, just like this article does. Overall, the goal is to not only drive impact but through education, catalyse broader change.

It also doesn’t necessarily need to be a CEO or founder who takes on the thought leader mantle. Different members of a brand’s hierarchy can own various topics, depending on their expertise, to strategically reach various audiences. For instance, a Chief of Sustainability can provide tangible updates on green initiatives, while a Chief Marketing Officer can discuss how sustainability aligns with brand strategy.

There’s no such thing as too much content either, and if anything, consistency reinforces culture and mission while eradicating any fears of tokenistic messaging.

Whatever the case, though, leaders must be honest. That means addressing the shortcomings of their company and industry, which will become increasingly important as we approach 2030, with 93% of companies set to miss their ESG goals. Failing to do so won’t prevent a backlash nor drive the necessary sacrifices needed for genuine change.

Besides, as the gap widens between industry leaders and bad actors in the years ahead, those who do take sustainability seriously will build invaluable reputational goodwill. They will be better positioned to weather future crises, given the sheer importance that sustainability and Net Zero have taken on, while also shaping how we tackle the environmental challenges ahead.

Beyond their business, leaders will become more marketable to other employers and, on a personal level, be respected as ethical leaders.

For these reasons, brands must urgently reconsider their positioning if they haven’t already.