By Ingrid Holm, CMO, The Bränding Agency
Here we are, at the dawn of 2025, with Donald J. Trump once again in the Oval Office. His return to power feels like the sequel no one was ready for, but, as we say in the ad world, “relevance is reality.” Now, the big question isn’t whether we agree with his policies, tweets, or his combative style—let’s face it, they’re not going anywhere. The real question is, how are we as marketers, brand builders, and cultural architects going to respond?
Trump’s 2024 victory signals a deepening cultural divide, and for brands, it means navigating a marketplace polarized to its core. Think the Super Bowl ad you made last year was hard to nail? That was child’s play compared to what’s ahead.
This Isn’t 2016—It’s Much Bigger
In 2016, brands thought they could simply “stick to their values” or avoid taking a stance. Many of us took the calculated risk to engage on social issues, and it paid off—at least initially. A Nike ad here, a Ben & Jerry’s statement there, and we were winning the brand loyalty of the young, the progressive, and the “woke.”
But 2024 is different. We’re in a hyper-fragmented America, where every consumer interaction has the potential to trigger backlash. It’s not enough to “stand for something” anymore because half the country sees those stances as political. To some, aligning with social causes is virtue; to others, it’s an assault on their beliefs.
Who Are Your Customers Now?
Let’s not pretend any of us can ignore this. If you’re running a brand that serves a wide audience, you’re caught between customers who demand brand positions on issues like climate, equality, and justice—and those who view those same positions as corporate overreach. The truth is, “middle ground” doesn’t cut it anymore.
Trump’s influence has given a powerful resurgence to the notion of “brand patriotism,” the kind that can’t be swept aside. On one side, you’ve got consumers who won’t touch a brand that even hints at aligning with Trump. On the other, the die-hard, “America First” customers who resent “woke” brands and are prepared to actively boycott. Any misstep, and you’re looking at a PR nightmare or a dip in quarterly revenue.
Time to Rethink Your Approach
So, what does this mean for your 2025 marketing strategy? Let’s get blunt:
- Read the Room—Twice: No, really. Consumers in 2025 are hyper-vigilant about which companies “share their values.” And now, a misstep will ignite fire from both sides. As a CMO, you need to embrace flexibility and, dare I say, a neutrality that doesn’t feel like fence-sitting. It’s an art we’re all going to have to master.
- Don’t Overplay the Culture Card: Culture-driven campaigns have fueled brands for the past decade. But as the cultural divide grows deeper, consider this a warning: your brand’s cultural tone will be scrutinized. If your messaging leans too left or right, you could lose entire swaths of customers. Avoiding cultural engagement altogether might not be viable, but be prepared for unprecedented caution.
- Prepare for New “Trump-Centric” Channels: With Trump’s renewed influence, expect an increase in “Trump-friendly” media ecosystems. Already we’re seeing a migration from mainstream to niche platforms where Trump supporters dominate. Reaching these audiences may require unconventional channels and alliances. Be prepared for pushback if you do—yet recognize that, for many brands, it’s a sound business decision.
- Resist, Engage, or Adapt? Choose Wisely: Will you resist aligning with Trump-era values, embrace them, or work in the ambiguous middle? Brands that go full “resistance” risk alienating an entire segment of the market, but those that align too closely with Trump’s base may alienate the younger, more progressive consumer. Every choice, from color palettes to tagline word choice, will carry amplified implications.
Embrace Accountability, Like It or Not
Like it or not, accountability now extends beyond quarterly numbers. From supply chain decisions to the influencers we hire, the age of corporate neutrality is over. Trump’s win amplifies that reality. Will you act like an agile, socially intelligent entity or cling to outdated notions of brand safety?
As CMOs, we need to lead the charge with strategies that are flexible, adaptive, and willing to face backlash. For some brands, that might mean embracing loyalty from one demographic while potentially alienating another. For others, it could mean “political bilingualism”—learning to speak to both sides without fully committing to either.
One thing is clear: the brands that will thrive are the ones ready to evolve beyond “cause marketing” and “social impact statements.” This new era demands a form of brand intelligence that understands and navigates the current cultural landscape without alienating potential consumers on either side of the aisle.
The Trump Test: Are You Ready?
Ultimately, Trump’s victory isn’t just a political outcome; it’s a cultural test for brands. Can we be relevant without being political? Can we keep pace without alienating? CMOs, let’s accept the challenge and face it with clear, creative thinking. We’re about to find out what our brands—and our teams—are truly made of.
The convergence of tech and brands 