In just one week, Donald Trump will be sworn in to serve his second term as President of the United States. Since Trump won the American presidential election, media headlines were dominated by how and why he won, his controversial cabinet choiceand what issues he will address upon taking office.
This is just the beginning of the Trump administration’s story making headlines across different channels, and much of what is covered will continue to stir strong emotions among the American public.
Brands must be prepared to operate under a Trump presidency. Some things marketers can proactively plan for; others will catch us off guard. There may be no “guide” or rules of the road on what to do, but here are three things marketers should keep in mind as they continue to lead and grow their brands over the next four years.
Understand what campaign promises were made
On the campaign trail, Trump was very clear about the issues he would address if elected to another term as president. This includes immigration and the border: He said“On day one, I will launch the largest criminal deportation program in American history.”
Reports suggest that Trump will ask the United States to leave the Paris Agreement. “We drill, drill, drill” he said regarding the priority given to oil and gas production.
Trump’s plan also includes tariffs on products imported from China and Mexico. He believes implementing tariffs will help create manufacturing jobs in the United States.
Now is the time for marketers to understand what the hot topics will be as we enter 2025. None of this should come as a surprise, and if you do the work to understand the implications of the actions Trump will take, you will do it. be in a better position to know what to do next for your brand.
Align yourself on what you want and don’t want as policies change
Brands like Patagonia, REI and Seventh Generation are known for their environmental activism. Companies like Microsoft, Procter & Gamble and Unilever have been named for The 10 best American companies for environmental performance in 2024. How will they be prepared to respond to the Trump administration on the environment?
Bombas produces high quality socks and for every pair purchased, they donate a pair to a homeless shelter. These socks are made in several places, including China. Will the brand be able to afford to offer socks with potential prices? Everlane, All the birds, Tomsand many other specialty brands also manufacture products in China; what will their response to the tariffs be, and how will they communicate potential cost increases or product changes to consumers?
Brands like Ben & Jerry’s are very clear about their values, mission and activism, with human rights and dignity as a key pillar. How will the brand respond to mass deportations of individuals the government considers illegal immigrants?
For anyone running a purpose-driven brand or a brand that has historically spoken out on issues related to its consumers, you need to be prepared for how and when you will speak out. If you have a history of speaking out on key issues, your consumers will expect you to get quick answers. If you haven’t spoken out on topics in the past, think carefully about if and when you want to say something. If you’re not prepared, staying on the sidelines until you’re ready may be the best solution.
This is when it is important to have the entire marketing team aligned on what you will do and when. This can prevent an individual from making a message or statement on behalf of the brand that not everyone is aligned with.
Be prepared to pause your media plans, again and again
As marketers, we also need to continue to prepare and deal with the unexpected. Natural disasters will continue to occur, as will man-made and man-made destruction and loss of life. Very few people could have predicted the attack on the US Capitol on January 6, 2021, following the last US presidential election. And Trump’s response it also made headlines, calling it a “day of love” where “nothing” was “done wrong” and many people wanted to stay informed and continue to watch what was happening.
Be prepared to put your media plans on hold, again and again. Review procedures and ways of working as a team to determine whether to suspend social media and other channels when dealing with the Trump administration. Be clear on who the final decision maker is so you can act quickly and ensure your agencies are aligned. Because it’s more than likely that when Trump announces policy changes and delivers on his campaign promises, those headlines will drown out everything else happening in the market.
Don’t be caught off guard; you could waste money by not interrupting your media projects and be criticized by consumers for being insensitive. We can continue to expect the unexpected, and also expect Trump to deliver on much of what he has promised. So start preparing now to put your brand in the best possible position to operate within the Trump administration.
