This chapter explores how value creation is shifting. Amidst the saturated media environment where consumer attention is a prized commodity, brands face the challenge of standing out and maintaining relevance. Traditional metrics of competition such as price and quality are no longer sufficient differentiators; instead, brands are increasingly evaluated by their contributions to society and the authenticity of their engagement in cultural and social issues. In articulating the complexity of value in the context of brand and society, this chapter suggests that value is not merely about economic transactions but also involves co-creation with consumers and societal impact. It explores how brands are moving beyond traditional corporate social responsibility (CSR) towards more polarising and purpose-driven stances: that is, engaging in brand activism. This new dynamic places brands as facilitators of change, influencing culture and engaging with consumers on deeper ethical and moral grounds. Brand activism has implications on consumer perception and loyalty, where the importance of authenticity in brand activism is picked up on by consumers and can drive meaningful consumer/brand connections.