President Trump’s national energy emergency executive order and tariff-backed manufacturing mission aren’t exactly an environmental activist’s dream. So in a climate of near-climate crisis denialism, what are brands built on caring about the Earth and its inhabitants to do? For companies like Califia Farms, a plant-based beverage brand, and Tony’s Chocolonely, an ethically sourced chocolate brand, the political and cultural atmosphere is something they’re considering, but not surrendering to, executives told us. Both brands, which are built on eco-conscious and ethical missions, lean on that value heavily in their messaging, ranging from plant-focused campaigns to educational packaging. Though the current administration may be deprioritizing—and in some cases, seeking to fully eliminate—climate initiatives, and tariffs could stand to make green manufacturing and clean energy more costly, consumer demand for brand environmental responsibility is only increasing. A Capital One Shopping research report last updated in March found that “an estimated 177 million American adults were eco-friendly shoppers in 2024,” an increase of 7.44% YoY. Shorr Packaging also found in its 2025 Sustainable Packaging Consumer Report that climate-conscious details sway purchase intentions, with 90% of respondents saying they were “more likely to purchase from a brand or retailer if its packaging is eco-friendly,” and 56% noting that the food and packaged goods category particularly stands out for its efforts. Brands like Califia and Tony’s are balancing the political climate with consumer sentiment, and ultimately, execs say they are staying true to their core values. “There’s some value in going to where the puck is going, or where the people are going and where the energy is going,” Suzanne Ginestro, CMO at Califia Farms, told us. “It doesn’t mean you have to abandon what you’re doing. It’s an ‘and,’ not an ‘or.’” Continue reading here.—JN | 
