In the first week of President Trump's second term, the White House wasted no time in passing numerous Executive Orders, many of which rolled back Diversity, Equity and Inclusion (DEI) programmes and dismantled key climate change policies. The message was loud and clear; this new government's political priorities had shifted, and the pressure was on businesses to adjust quickly.

For many brands, these policy reversals struck at the heart of their publicly stated values. DEI and sustainability have become central to corporate strategy, not just as CSR box-ticking exercises, but as deeply held commitments aligned with both ethical principles and part of today's consumer expectations.

So, what happens when a brand's moral compass clashes with the political climate? Do they double down on their beliefs and stay true to their values, or do they recalibrate or retreat, aligning themselves with the new political order? Some, it seems, are opting for the latter. Have they made the right choice?

To explore this further, we've published Brands Under Pressure, a report examining the balance of power between political influence and consumer expectations. It includes the Authenticity Index, a ranking of how eight key sectors are perceived by consumers on authenticity, shedding light on where reputational strengths and vulnerabilities lie.

Leadership and politics

Take Tesla, for example. While once positioned at the forefront of innovation and green tech, the brand is now increasingly viewed through the lens of Elon Musk's personal political views. As his public and political commentary shifted and grew, Tesla's share price dropped 35% in the first quarter of 2025. Many analysts and commentators have voiced their concerns and pointed to a direct link between Musk's increasingly outspoken political views and the brand's declining market value.

We wanted to test this theory and better understand consumers' broader sentiment. So, we partnered with YouGov to survey UK attitudes and asked members of the public if they would support or oppose a company moving away from DEI and environmental sustainability initiatives in reaction to political pressure. Just 27% said they would be supportive.

Consumers expect brands to stay true

When customers invest in a brand, they're not just buying a product; they’re buying into their ethos too, and they expect the brand to stay true to their values. When companies abandon their principles under pressure, they risk more than just bad PR. They risk eroding the very trust and loyalty they've worked so hard to build.

In today's environment, consumers, employees, investors and stakeholders alike are scrutinising not just what a brand says, but how consistently it lives those values across every touchpoint.

This isn't about being perfect. It's about being principled. And being prepared to deliver your brand's truth, especially if it becomes uncomfortable.

Brands that show ability, authority, alignment and accountability earn trust and loyalty. These four factors are the bedrock of trust and underpin how authentic an organisation is perceived as being. When any of them falter, reputational cracks appear, making them increasingly difficult to paper over.

The challenge for leadership teams

Are your values still clear when political tides shift, or cultural headwinds pick up? Is your true purpose still guiding decision-making? Or are you vulnerable to compromise and contradiction?

Now is the moment for brands to take a long, hard look at themselves and ask whether they are truly equipped to navigate these tensions. When organisations understand the drivers of authenticity and embed them in their governance, culture, and communications, they build reputations that last regardless of how and where the political wind blows.

That's what stakeholders are demanding. And it's what the most resilient, future-focused brands are already doing.