Agencies Brace For Cultural Upheaval Under Second Trump Presidency

Trump’s regulatory agenda is another issue agencies must keep an eye on. Since the Trump campaign ran on a strong anti-regulation agenda, and with Federal Trade Commissioner Lina Khan now departing the agency, the new head of the FTC may well embrace Trump’s agenda. What that means for brands and consumers remains to be seen.

Where does purpose go from here?

Some agencies may misinterpret deregulation and a shift toward more isolationist policy as a license to abandon purposeful initiatives, said Scott Goodson, founder and CEO of Strawberry Frog.

“A significant risk lies in the ‘race to the bottom’ mentality, where businesses might prioritize short-term profits and quarterly results over sustainable growth and ethical practices,” he said, warning that companies could face scrutiny and potential backlash if they backtrack on commitments.

Goodson, however, predicts that as the government pulls back on initiatives supporting purposeful causes, there will be an uptick of such work from agencies, as there was during the first Trump presidency.

“The government will pull back on action around purpose-driven initiatives. It’s now up to business to do these amazing and important things. The government isn’t going to do it, so that’s the necessity as much as the opportunity,” he said.

While many of the impacts of a second Trump administration are still unknown, what is for sure is that the country is changing. A rise in misinformation has fueled distrust among many Americans, and if Trump’s first four years are any indication, there will be chaotic moments ahead.

But the U.S. is resilient, and, as Elimeliah wrote in his LinkedIn post, the brands that will thrive “are those that can see the beauty in America’s contradictions and complexity, using creativity not just to sell, but to build bridges, inspire, and drive the culture forward.”