Strong brands provide guidance, reassurance and identity. But brand leadership is evolving: brands are taking on more responsibility than ever before, becoming enablers of change. We spoke to selected jury members of the German Brand Award 2025 to find out why pioneering brand leadership is so important – and how brands with a sustainable core are contributing to a better world.
by Julia Gundelach
The world is changing – and so is the role of brands. In times of crisis, war and uncertainty, brands have more responsibility than ever. They must take a stand, uphold strong values and actively engage in social and sustainability efforts. Consumers expect this: Havas’ latest ‘Meaningful Brands’ research shows that purpose alone is no longer enough. Instead, brands are expected to provide tangible support. Three-quarters of respondents want companies to demonstrate humanity in difficult times and actively contribute to the betterment of society. This is about more than just communication.
The German Brand Award 2025 reflects this shift with the introduction of the new category Circular Brand of the Year, which honours brands that drive sustainability in a visionary way and integrate the principles of the circular economy into their actions. Why is strong and pioneering brand leadership so important today? How does the circular economy fit into a modern brand strategy? And what role do brands play in the transformation towards sustainability and a circular economy? We asked selected jury members of the German Brand Award 2025 and discovered that brands can indeed be drivers of change.
Socially Responsible Actors
Prof. Ute Röseler, Professor of Brand Communication, Brand University of Applied Sciences, Hamburg
The global order has changed dramatically in recent decades. Economic crises, wars, pandemics and climate change have created social uncertainty and new challenges. In times like these, consumers are looking for strong brands that signal stability, reliability and trust. Brands are becoming socially responsible actors. But they are increasingly being asked to align their actions and demonstrate credibility. If they can do this, they can improve their image and reputation. This requires brands to authentically promote and demonstrate their sustainability credentials, as today’s consumers are more critical and questioning than ever before.
The introduction of the Circular Brand of the Year category by the GBA is a valuable addition. For brands, adopting a circular approach poses different challenges depending on their industry or organisational structure. Start-ups may find it easier to integrate circular principles from the outset, while established companies may find it more difficult to adapt existing development and production processes. It is estimated that 80% of a product’s environmental impact is determined at the design stage, making this process essential. The Circular Brand of the Year category is crucial in recognising role models and encouraging other brands to take action and embrace social responsibility
– Prof. Ute Röseler, Professor of Brand Communication, Brand University of Applied Sciences, Hamburg
A Driving Force for Change
Jörg Liebeskind, Senior Director of Corporate Communications & Brand Management, Conrad Electronic Group
In a globalised economy, companies face increasing competition in crowded markets. Digitalisation has simplified access to information, but it has also led to information overload. Strong brands stand out by offering differentiation, recognition and memorability. They provide guidance by clearly communicating their values and relevance, which builds trust. Consumers today demand not only high quality products, but also values, transparency and authentic brand promises.
Sustainability has become a key differentiator. Consumers are increasingly demanding sustainable solutions and prefer brands that take responsibility. Circular brands represent innovation, credibility and differentiation. We see a growing shift from traditional ownership to usage-based models, where consumers prefer flexible and sustainable options such as renting, sharing or subscription services. Recycling also plays an important role. Brands that embrace these approaches will remain relevant, future-proof and better prepared for regulatory changes. Circular brands position themselves as drivers of sustainability, fostering emotional connections with consumers who identify with sustainable values. Brands therefore have a key role to play in this transformation.
– Jörg Liebeskind, Senior Director of Corporate Communications & Brand Management, Conrad Electronic Group
Pioneers of Change in a VUCA World
Prof. Dr Simone Roth, Professor of Marketing, Hochschule Ruhr West
The importance of brands today is essential amidst the increasing flood of information and rapid change in our ‘VUCA’ world – volatility, uncertainty, complexity and ambiguity. Strong brands are a constant, providing consumers with trusted guidance. Brands with a clear position and credible values provide stability and act as beacons, giving consumers a sense of security and identity.
At the same time, brand leadership is becoming more strategic. It must not only respond to challenges such as digitalisation and societal change, but also anticipate future developments in order to remain relevant. In this dynamic world, a clear brand identity and positioning make all the difference.
The introduction of the Circular Brand of the Year category sends a strong message that brands can be leaders of change in a VUCA world. A circular economy is a strategic necessity in an era when resource protection, climate change and social impact drive business. Brands have a key role to play: they can guide consumers and lead by example. This goes beyond simply communicating sustainable values – it is about making them tangible and integrating them into the consumer experience. This holistic approach inspires and demonstrates how the circular economy can become part of everyday life, enabling business and society to work together towards a sustainable future. The category creates space and incentives for brands to become active drivers and co-creators of change in business and society.
– Prof. Dr Simone Roth, Professor of Marketing, Hochschule Ruhr West
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About the German Brand Award
THE AWARD THAT MAKES BRAND SUCCESS VISIBLE
With the German Brand Award, the German Design Council honours personalities and companies that are pioneers in the world of brands and provides them with a stage. It discovers and presents unique trends – and promotes not only the winners, but the entire brand economy.
About the Author
Julia Gundelach is a freelance journalist who writes mainly about marketing, brand management and advertising. She works for several renowned German-language magazines, online portals and blogs. She also supports her clients by writing texts for websites, social media or brochures and occasionally proofreads. Julia Gundelach studied business administration, majoring in marketing, and later completed a traineeship and several internships, including at Bunte.de and the Süddeutsche Zeitung. She lives and works in Munich.
