Brands face a new urgency, and it requires a conversation that they are neither prepared for nor comfortable having. The consumer-brand relationship is now as much about identity and social values as it is about old-school marketing. The most salient vectors of change are gender and race: gender has evolved beyond the once-sacrosanct belief of a male-female binary, and the demand for racial justice has forced an unprecedented reckoning. In this session, I argue that for modern brands to thrive, their playbook must embrace how gender and race shape identity, culture, and choice among consumers and employees. Using case studies of vanguards like Target, Mastercard, and Airbnb, I plot a roadmap for leaders to rethink their brand experience and remain relevant in this new reality.