In today’s hyper-connected world, brand activism has emerged as a defining feature of modern marketing. No longer confined to selling products or services, brands are increasingly expected to articulate values, take stances, and engage with the social and political issues that matter to their audiences. This shift reflects a deeper transformation in consumer-brand relationships, where alignment on values can be as important as price or quality. But stepping into activism is not without its challenges. The line between authenticity and opportunism is razor thin, and consumers are quick to call out brands that appear to be capitalising on causes rather than contributing meaningfully to them. For some companies, activism can build loyalty and trust; for others, it can provoke backlash and division. The key lies in understanding not just what to say, but why and how to say it - grounding every message in genuine purpose and consistent action.  Leading the conversation in this episode of Think: Business Futures are Dr Geetanjali Saluja, Deputy Head of Marketing at UTS Business School, and Cath King, Chief Strategy Officer at Leo Burnett. Together, they explore the fine line between meaningful engagement and perceived opportunism, offering insights into how brands can navigate this terrain with integrity. As the marketplace becomes more polarised, the question isn’t just whether brands should take a stand, but whether they can afford not to. Hosted and produced by Ali Aitken