New Delhi, April 14 -- For over a decade, brands were told to stand for something bigger than the products they sell. Climate change, gender equality, LGBTQ+ rights, mental health-the nobler the cause, the louder the marketing push. But in 2025, that formula may be wearing thin.

Purpose-led advertising, once seen as bold and progressive, is increasingly being met with indifference-or worse, mockery. Especially from Gen Z- informed, cynical, and always online-who no longer take brands at face value. They're not just watching ads, they're interrogating them. And when the message doesn't match the behaviour, they call it out, screenshot it, and scroll on.

"There's a sameness that's crept in," says a senior creative director. "You can almos...