Brand Taboos

What you don't say says everything

In an era where brands are more outspoken than ever, what stands out most is what still remains unsaid. There are topics that marketing teams, brand directors, and CEOs collectively avoid. No scripts are written, no campaigns developed, no activations launched around these subjects. Why? Because they’re uncomfortable, because they touch on sensitive issues. And that’s exactly why they matter. This is the territory of brand taboos.

Brands are like people. People avoid taboos.

Just like people, brands seek a clear character, a soul, and a point of view. They want to show empathy, be involved, and act with cultural awareness. Yet, just like people, there are topics you’re better off not bringing up. In other words: taboos.

In the world of branding, you rarely see themes like sexuality, addiction, grief, poverty, inequality, power, exploitation, transgressive behavior, burnout, mental health, suicide, politics, religion, or racism.

The reason brands avoid these topics is understandable: the risk of reputational damage, backlash, or the loss of customers or shareholders is significant. At the same time, this silence is also a conscious choice. In an age where ‘purpose statements’ are central, what a brand chooses not to engage with can be just as revealing as what it chooses to highlight.

The cultural appeal and risk of taboos

We’re naturally drawn to what remains unspoken. Taboos create tension, and where there is tension, there is meaning. Especially on social media, we see this dynamic at play: breaking a taboo often attracts attention and moral praise, as it’s perceived as brave and authentic openness.

But there’s a flipside. On platforms like LinkedIn, it sometimes feels like everyone is sharing personal struggles unfiltered; from burnout to mental health issues. This exposure can shift into a new kind of sensationalism, where vulnerability turns into performance or even a marketing tool.

That creates a grey area, a new taboo: what counts as genuine openness, and what crosses into oversharing? Where do we draw the line between courage and attention-seeking? And when does widespread openness start to weaken its own authenticity?

Still, we are drawn to the unspoken. Taboos like shame, loss, and mental struggles are often shared silently. When a person or a brand honestly addresses those issues, people feel seen. That’s the power of breaking taboos.

And then there’s the attention economy, which accelerates everything. Algorithms thrive on emotion and controversy, and taboos deliver exactly that. Those who dare will stand out, but those who oversimplify risk losing credibility.

How brands find meaning in what feels uncomfortable

Strong brands don’t just tell stories; they listen to what remains unsaid. This doesn’t call for a clever slogan, but for firm point of view. One that doesn’t avoid discomfort, but highlights it.

Take the activist campaign for the Kidney Foundation. Instead of a typical charity narrative, it used a confronting, minimalist approach: black-and-white portraits, hard facts, and raw language. The harsh realities of kidney failure, dialysis, and a failing system came into sharp focus. By choosing openness over sugarcoating, the campaign created real urgency. The confrontation became the story.

Or the campaign for Nationale Nederlanden, built around a question that seems simple but is actually very meaningful: “How are you?” A phrase we use daily, yet rarely mean. By being honest when it really counts, the brand stood out from all the usual polite talk.The insurer transformed from a distant service provider into a brand that dares to see the human behind the policy.

At Radboud University, confrontation was embraced. Just before Black Friday, the symbol of mass consumerism, they launched a film urging students to make real impact instead of becoming ‘influencers.’ With sharp language and major media attention, the campaign challenged the taboo of overconsumption. It was uncomfortable, and that’s exactly why it was needed. When you lean into discomfort, your message hits deeper.

These examples show that strong brands don’t avoid tough situations, they face them head-on. Not to seek attention, but because they’re willing to look where others look away. Discomfort isn’t an obstacle, it’s a fast track to relevance. Brands that break the silence make the difference and gain meaning.

What discomforts is your brand willing to name?

Relevance is the beating heart of brand strategy: in the market, in culture, and in people’s lives. Especially where others fall silent, opportunities arise for leadership and cultural sharpness. These are the tough truths that customers are wrestling with.

So the question isn’t just what your brand stands for, but what it dares to talk about. What are the blind spots in your sector? And why is your brand still silent there?

As taboos shift, who will dare to move first?

What’s unspeakable today might dominate the conversation tomorrow. Topics like burnout, gender diversity, and grief have quickly shifted from sensitive to shared. Brands that pick up on these signals early don’t come off as pushy, they become attentive frontrunners, sensitive to what matters in culture, communities, and people’s lives.

That takes courage. And a moral compass that not only points the way but dares to break away from the beaten path.

Breaking taboos is not a campaign format

Not every brand should speak up about every social problem, especially when it seems like they’re only doing it to get attention. Brands that jump on sensitive topics without a credible connection risk doing more harm than good.

Authenticity is not a style, it’s a foundation. Without internal support, brand DNA, and long-term commitment, silence may be wiser than words.

What you don’t say says everything

In a world where nearly every brand presents itself as ‘human, involved, and aware,’ it’s even more revealing to notice what’s left unsaid. What do they look away from? What remains unspoken? That silence reveals more than a thousand slogans; about priorities, comfort zones, and who you really want to be.

So: what is your brand still silent about and why?

In a crowded market full of noise, a brand stands out when it speaks about what others avoid. Not by repeating what’s already said, but by choosing difficult topics and giving them meaning.

Relevance doesn’t come from caution, but from courage. Not from noise, but from direction.

Share this article with colleagues, strategists, and creatives who believe brand strategy begins with making bold choices and daring to say what matters.

Because what you don’t say, says everything.
And meaningful brands choose their silence as deliberately as their words.

Author: Christine Hogebrug-Pannenborg