Agencies Brace For Cultural Upheaval Under Second Trump Presidency

While U.S. citizens process Tuesday night’s election results, brands their agencies are on the brink of a cultural shift that will impact how they speak to consumers and broach societal issues.

Many agency folks ADWEEK contacted declined to comment on how a second Trump presidency might impact their business, while some expressed disbelief and sadness about the results. Others maintained it will be “business as usual.”

But with Trump decisively winning more than half of the popular vote, agencies and brands must embrace the complex cultural mood of the country and reflect that in their communications with consumers.

Embracing complexity

Craig Elimeliah, chief creative officer at Code and Theory, said on LinkedIn after the election that embracing the complexity of the U.S. is not an option for brands, but a necessity. “Creativity in business is rooted in moving beyond those simplistic labels and engaging with the true diversity of experiences that make up America,” he wrote.

He told ADWEEK that a second Trump presidency should call for a more sophisticated, empathetic approach to storytelling from brands — one that acknowledges the spectrum of beliefs in America, without alienating any specific audience.

“Opportunities lie in the ability to connect deeply with audiences seeking brands that resonate with their personal values. Potential pitfalls include heightened public skepticism and scrutiny of brands perceived as too closely aligned with any political agenda, risking consumer trust,” Elimeliah said. 

He continued that now is a critical moment for brands and agencies to rise above the noise, championing transparency, authenticity, and cultural understanding. 

“More than ever, agencies will need to act as cultural translators, helping brands connect with people in meaningful ways that acknowledge the complexities of the moment. It’s time to be braver, take risks that matter, and use creativity not just as a tool for selling, but as a force for uniting and elevating the conversation,” said Elimeliah.

Alison Pepper, executive vice president, government relations and sustainability at the 4A’s, added that as the U.S. continues to diversify, many Americans don’t fit into easily defined categories.

“The advertising industry will need to work harder than ever to understand their consumer, whatever the product may be,” she said.

Government contracts and regulations

Pepper cited multiple ways the Trump administration could impact agencies, particularly those who work on federal government contracts.

“The new administration has different priorities in where they spend (i.e. more defense under Republicans, more healthcare under Democrats, etc.),” said Pepper. 

She noted that during the negotiation of the Trump Tax Cuts and Jobs Act (TCJA) in 2017, the advertising industry found itself in the crosshairs of a proposal to reduce the deductibility of advertising by 50% in the year of spend, with the remaining 50% amortized over several years. Since many provisions of the TCJA automatically expire next year, that issue will likely be on the table again.