What: Brands that maintain clear social and sustainability values, prioritize inclusivity, and align leadership with consumer realities are best positioned for loyalty and growth in today’s retail landscape.

Why it is important: This approach reflects a proven strategy for building lasting consumer relationships, as demonstrated by leading retailers and recent industry research.

In today’s retail environment, brands face mounting pressure to define and uphold their core values, particularly around social responsibility and sustainability, despite the risk of backlash. Industry leaders at Advertising Week New York emphasized that unwavering brand values are essential for fostering authentic consumer loyalty and driving growth. The discussion highlighted how brands like E.l.f. Beauty and Gap have doubled down on inclusivity, with E.l.f. achieving consistent sales growth by making inclusivity a non-negotiable part of its business. The fastest-growing consumer segments are increasingly diverse, and inclusive marketing strategies are now recognized as central to capturing this $6.8 trillion market. The panel also stressed the importance of internal alignment, urging brands to ensure their employees understand and embody these values. Women’s influence on household spending, accounting for up to 85% of U.S. consumer spend, was identified as a critical factor in shaping retail strategies. As political and social tensions persist, brands are encouraged to act with courage and authenticity, focusing on building deeper connections with specific communities rather than attempting to appeal to everyone. This evolving approach is setting new standards for meaningful engagement and long-term brand resilience.

IADS Notes: Recent developments in the retail industry underscore the critical importance of brands maintaining unwavering values, especially as community-driven loyalty strategies redefine consumer engagement, as seen in May 2025 with Selfridges and Nykaa’s focus on authentic community-building (Fashion Network). The July 2025 Forbes report on disability-inclusive service further illustrates how tailored, inclusive marketing not only addresses social responsibility but also drives measurable business performance, with inclusive practices yielding significant operational gains. In October 2025, ESG Dive reinforced the imperative for brands to stand firm on social and sustainability values, emphasizing that long-term loyalty is built on consistency and courage, even amid political backlash. Leadership remains central to this transformation; April 2025 BCG insights reveal that systematic leadership development and internal alignment are essential for embedding values throughout organizations, resulting in higher returns and stronger employee retention. Finally, the December 2024 BCG recognition of women’s economic influence, with women controlling nearly 75% of discretionary spending, highlights the necessity for brands to understand and engage with household dynamics, ensuring their strategies reflect the realities of modern consumer power.

Why brands should stand firm on their social, sustainability values despite fear of backlash