Advertising has entered a new era—one where slogans alone don’t sell. With younger audiences demanding transparency, responsibility, and meaning, brands are no longer just promoting products; they’re taking a stand.
“Young people don’t just buy what they like—they buy what reflects who they are,” says Sofía Akar, a creative strategist at a purpose-driven agency in Berlin.
Activism or Opportunism?
- In 2024, over 63% of consumers aged 18–35 said they preferred brands aligned with social causes.
- Yet, only 28% believed those brands truly stood by the values they promote.
- Campaigns like Adidas’ “Unstoppable” or Dove’s “Real Beauty” have become case studies in how advertising can shape culture, not just commerce.
Key insights for creatives entering the new ad landscape:
-
- Authenticity beats virality.
-
- Values can’t be faked. Audiences will spot the inconsistency.
-
- Impactful storytelling matters more than polished aesthetics.
-
- Diversity must be real—not a marketing prop.
“You don’t need to appeal to everyone. You need to resonate with the people who believe in what you stand for,” says Adrián Tolga, Creative Director at PuntoCero Studio.
A quiet but powerful moment in motion — this short video captures a group of individuals walking together in peaceful unity, inspired by real-world civic movements.
With slow, deliberate steps and calm expressions, the scene reflects the strength of collective presence and the beauty of non-violent resistance.
