The 10 Brand Controversies Everyone Was Talking About in 2025

Sooth’s findings reveal a country pulling in opposite directions throughout 2025, and brands repeatedly ended up stuck in the middle.

‍
A mix of political tension, cultural flare-ups, and outrage amplified by algorithms created a constant stream of marketing moments that hit sensitive pressure points, ignited consumer backlash, sent share prices sliding, or, occasionally, worked in a brand’s favor despite the noise.

From campaigns criticized for dystopian undertones to polarizing identity overhauls and accusations of deliberate provocation, ADWEEK breaks down the most explosive brand moments of the year.

‍