Brand activism is becoming increasingly politically complex amid intensifying polarization, geopolitical fragmentation, and the entanglement of social issues with partisan politics. Yet research has focused largely on progressive activism, leaving conservative and regressive political orientations underexplored. Emerging expressions of ethnocentric values further complicate how brands engage with the range of political positions. This narrow focus limits understanding of brand activism’s dark sides and transformative potential. It also overlooks how consumers and society shape the political orientation and meaning of activist brands. These tensions signal opportunities for a broader understanding of the political spectrum of brand activism and its effective management.