Jul 01, 2025

2025 Status Update: Be Anything But Beige

In 2025, people are craving clarity over caution, and audiences (especially younger ones) are rewarding organisations and brands that speak with conviction. Increasing polarisation and the looming risk of backlash can make this feel like a daunting task, but as social divides become harder to ignore, sitting on the fence feels increasingly like a political stance in and of itself. That doesn’t mean provocation for provocation’s sake, but rejecting the safe middle ground and embracing purposeful friction. Beige doesn’t break through. Boldness does.

Where It’s Going: Boldness is everywhere, but so is backlash. Taking a stand feels riskier than ever (just look at Palestine Action being proscribed), with the political conversation being increasingly polarised and noisy. Every statement is open to weaponisation. The loudest voices aren’t always the ones you agree with. In this climate, courage matters, but so does speed. If your comms take three days to clear, you’ve already missed your moment.

As Seen In: The Washington Post

In early 2025, The Washington Post faced a wave of subscriber backlash after owner Jeff Bezos announced a sweeping editorial shift to align the paper’s opinion section with libertarian priorities, explicitly excluding opposing viewpoints. The move triggered the resignation of Opinions Editor David Shipley, vocal public criticism from high-profile former staff, and, most strikingly, a mass cancellation of over 75,000 digital subscriptions in just days. This came on the heels of an earlier exodus of more than 300,000 subscribers in response to Bezos blocking the Post’s endorsement of Kamala Harris, signalling a clear line in the sand for readers.

So What: The Washington Post is what happens when brands avoid speaking up. The Post’s subscriber exodus shows their audience’s growing intolerance for vague values or silent complicity. Trust is built not just on facts, but on clarity of stance. Being apolitical may feel safe, but in polarised times, it often reads as passive.

See Also

Alzheimer's Society

Alzheimer’s Society has leaned into a bolder, more controversial approach to public messaging, bringing attention to the organisation and coinciding with increased donations.

WIRED

While tech-based magazine WIRED isn’t known for their political coverage, this year they began writing more critically about the Trump administration. The result? 62 thousand new subscribers.