God, I didn’t want to think about this.
But here we are. For the next four years, marketers will be tightrope-walking a wire-thin path across a mine-laden lava field. Two Americas are waiting.
One side? People just trying to get on with life. Opinionated, sure, but reasonable enough. The other side? A live wire, packed with firebrands on both extremes of the political spectrum. They’re quick to react, ready to ignite, and all it takes is a nudge from their political or social leaders to spark a bonfire.
And when that happens? We know the drill. Here’s a sampling of the recent carnage:
New Balance (2016): An exec backs Trump’s trade policies, and suddenly, people are torching their shoes in protest.
L.L.Bean (2017): A board member donates to a pro-Trump PAC. L.L.Bean shouts, "Not us!" but the damage is done.
Nike (2018): Kaepernick stars in a Nike ad, and social media loses its mind. Boycotts? Absolutely. But sales also spike. High risk, high reward.
Home Depot (2019): Co-founder Bernie Marcus loves Trump and promises campaign cash. Even though he’s out of the picture, Home Depot finds itself knee-deep in a PR mess.
Bud Light (2023): Partners with trans influencer Dylan Mulvaney, triggering backlash they probably didn’t see coming. Sales tank, and suddenly, everyone’s an expert on Bud Light’s “values.”
So, where do we go from here? Here’s how give yourself the best odds of sidestepping the landmines:
Get a Diverse Team.
Not just to check a box. Different races, genders, and views help you spot red flags before they hit the fan. Go wide. If everyone around the table looks like you, congratulations—you’re in trouble.
Heed Their Advice.
If someone raises a concern, don’t brush it off. They might be speaking for a whole segment of your audience. Unless you genuinely don’t care about that group, pay attention.
Listen Beyond Your Brand.
Track what matters to your customers. Don’t take a stand against tariffs if your base is all-in on Made in America. That’s just asking for a blow-up. Stay ahead of the issues they care about—don’t wait for them to come knocking on your front door.
Stay Alert.
Brands that lagged on Black Lives Matter paid the price. Cultural shifts don’t wait for boardroom votes. If you’re not already talking about current issues with the C-suite, start yesterday. And any approval process? Keep it snappy—think minutes, not days.
Not Acting is an Act.
Silence speaks volumes. If you choose to stay quiet on a big issue, make sure everyone—yes, everyone—in your company is on the same page. Corporate policy means nothing if some employee goes rogue on TV with a totally different stance.
Lead with Emotion.
Don’t try to bluff your customers. They’ll see right through it. Sincerity is key, and emotion (support, empathy, even righteous anger) builds real connections. Ditch the cold, robotic data talk—nobody wants a brand that sounds like it’s pitching from a PowerPoint deck.
Check Your Values, Regularly.
Today’s values might not hold tomorrow. Make sure what you stand for still resonates with your customers. But don’t flip-flop. The public can spot insincerity a mile away, and switching stances to please everyone only makes you look like a fair-weather friend.
Whatever you do, don’t ignore this. This climate won’t just glance at your brand—it’s barreling straight toward you.
Buckle up, get your house in order, and be ready to roll with the punches.
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