Jaguar's Rebrand: Backlash Harms Social Progress. Here's Why...

Want to know the real reason people are outraged about Jaguar's rebrand?

It's not about the design.

It's not about the messaging.

It's not even about the cars.

As a social impact photographer, human rights campaigner, and charity CEO who directly supports vulnerable LGBTQI+ adults and their parents, I've noticed something that should worry us all.

Jaguar just exposed an uncomfortable truth: Brands can't hide from cultural warfare anymore.

But here's the part nobody's talking about - what if taking sides is making positive social change harder to achieve?

The New Reality

Let's be clear about something.

When brands like Jaguar embrace polarising campaigns, they're doing more than selling cars. They're picking sides in a cultural war that's already tearing communities apart.

As someone who has spent a decade leading human rights campaigns, I've seen firsthand how division destroys dialogue.

Creating meaningful change requires courage - the courage to challenge broken systems and push for progress.

But it also requires wisdom.

The wisdom to know how to challenge injustice while building the broad coalitions needed for lasting change.

The brands making the biggest impact understand this balance.

When Silence Isn't an Option

The pressure for businesses to declare their position grows stronger each day.

The Edelman Trust Barometer shows that 84 percent of young Gen Zers (14-17) buy based on their beliefs. But there's a crucial difference between brands that drive real change and those that simply drive division.

The difference lies in how they bring people along.

The Complexity of Taking Stands

Think about what's happening right now.

Some brands take bold stands that create real change. Others jump on social causes without doing the real work. The difference isn't in how loud their message is - it's in how they bring people together while pushing for progress.

Jaguar's new campaign isn't just choosing a side. It's choosing a tribe. And when brands focus more on division than dialogue, real progress becomes harder to achieve.

The challenge isn't about whether to take a stand. It's about how to take a stand while building bridges, not walls.

The Real Cost of Division

Think carefully about this:

Real progress often faces resistance. But the most successful changemakers know that lasting transformation happens when you address legitimate concerns while standing firm on principles.

Patagonia doesn't just fight for the environment - they create solutions that benefit whole communities. Ben & Jerry's doesn't just speak out - they invest in understanding and addressing root causes.

These brands prove you can be bold without burning bridges.

A Better Way Forward

Here's what socially conscious brands often miss:

Making positive change doesn't mean fuelling conflict.

The most effective organisations don't just challenge - they unite. They don't just speak - they listen. They don't just pick sides - they build bridges.

This requires something harder than outrage. It requires the courage to remain in the messy middle.

The Bridge-Building Approach

Let's look at what actually works.

When Patagonia declared, "The President Stole Your Land," they backed it up with community support and education programmes. When Ben & Jerry's speaks out against injustice, they invest in bringing communities together to find solutions.

The Co-operative Bank doesn't just refuse fossil fuel investments - they create transition programmes for affected communities. They understand that sustainable progress requires bringing everyone along.

Nationwide Building Society doesn't just talk about housing inequality - they work with communities from all backgrounds to find solutions that work for everyone.

These brands combine courage with connection.

They pair bold stands with bridge building.

They match principles with progress.

Measuring What Matters

Here's where most impact measurement goes wrong:

We measure likes, shares, and engagement. We count press mentions and brand sentiment. But we rarely measure what matters most: Are we bringing people together or pushing them apart?

True progress needs new metrics. We should measure dialogue created, perspectives included, and bridges built across divides.

This isn't just nice to have. It's essential for lasting change.

The Power of Inclusive Progress

Consider this carefully:

When brands focus on uniting rather than dividing, something remarkable happens. Innovation accelerates. Solutions emerge from unexpected places. Communities grow stronger.

This isn't idealism. It's strategy.

Creating Lasting Change

The most effective approach pairs conviction with connection.

Leading activist brands like Patagonia don't just challenge the status quo - they create pathways for everyone to join the journey. They understand that lasting change requires both courage and community.

Leading retailers don't just promote sustainable products - they help customers understand the transition.

Energy companies don't just announce green initiatives - they support communities through the change.

Tech firms like Google don't just champion digital inclusion - they build programmes that bring different generations together.

These organisations understand that real progress requires everyone.

The Path to Unity

Here's how forward-thinking brands create change without division:

1. Start with listening, not telling
2. Focus on shared goals, not differences
3. Create spaces for dialogue, not debate
4. Build inclusive solutions, not exclusive tribes
5. Measure unity created, not engagement generated

Beyond the Divide

The future of social impact isn't in picking sides.

It's in building bridges.

It's in creating understanding.

It's in finding common ground.

Because in a world that's falling apart, the bravest thing a brand can do isn't take sides.

It's bringing people together.

Moving Forward

The choice facing brands today isn't whether to stand for something.

It's whether to stand in a way that unites or divides. Whether to create change through inclusion or through conflict. Whether to build bridges or walls.

The path forward isn't easy. But it's the only path that leads to real progress.

Ready to create positive change that unites rather than divides? Let's talk about how to build a better future through unity, not division.

The world doesn't need more sides.

It needs more bridges.

And that starts with how we choose to lead.

About the author, Matt Mahmood-Ogston

Thank you for reading this edition of Becoming a Personal Brand. A newsletter that explores the intersection of changing the world + storytelling through branding.

Hit the subscribe button to receive a new edition each week.

Who am I?

I'm a social impact photographer and purpose-driven personal branding coach for half of my week, and a multi-award-winning charity CEO for the other half.

I use my unique blend of skills and lived experience to support brands that want to document their positive impact on society.

Need some help documenting the impact of your ESG or CSR projects? Message me.

My work has been seen on channels such as BBC, ITV, Channel 4, and Sky; I've delivered over 80 public talks and keynotes and worked with iconic brands such as Magnum Photos, Meta, Capgemini, RBS, NatWest, Barclays, Lloyds Bank, TSB and AVID. Plus I've helped a Dragon from BBC’s Dragons’ Den brand and launch five startups.

In my rare moments of downtime, you'll find me in London walking my French Bulldog, Lola, or working on Bona Parle, my new social impact platform for creators and changemakers.

View my portfolio or follow me here on LinkedIn → Matt Mahmood-Ogston 🧲

Sending peace and love for a positive and productive week ahead.