Photo / Courtesy, Blaze Partners
Jim Hauptman, managing partner of Blaze Partners
Updated: November 12, 2024
How the presidential election might affect the marketing industry
By Jim Hauptman, Blaze Partners
With the country taking a decidedly hard right turn last week, I’ve given some thought to the potential impact —both positive and negative — on advertisers and their agencies.
A second Trump presidency could bring substantial shifts to the advertising and marketing industries, with potential changes in ad spending and brand messaging.
One of the main concerns is the administration’s stance on tariffs, which could drive up consumer prices and lead to inflation. As a result, consumer spending may tighten, prompting brands to cut marketing budgets, especially in sectors directly impacted by these tariffs.
Amid these shifts, brands may increasingly adopt “Made in America” or patriotic messaging, aligning with a nationalistic tone over the Diversity, Equity and Inclusion themes of recent years.
This shift could pressure agencies to downplay inclusive campaigns and may threaten the survival of smaller, diverse-owned agencies reliant on DE&I-related brand support. Without sustained DE&I investment, the industry risks undermining years of inclusivity progress, potentially causing an exodus of diverse talent and diminishing authenticity in campaigns.
On the positive side, anticipated deregulation may allow brands more creative freedom, cutting compliance costs and encouraging innovation. However, in a polarized environment, brands must navigate this freedom carefully, staying attuned to public sentiment.
Many may turn to controlled, digital placements and segmented audience targeting to avoid appearing politically biased.
Podcasts, as they did in the election run-up, will play an increasingly important role in the media mix as it’s estimated that more than 130 million people listen to at least one podcast a month. Podcasts, by their very nature, are a far more intimate medium. It’s less about trying to sell someone, and more about building a relationship — on the listeners terms.
In this environment, brands should resist diluting their messaging to generic, non-political themes and instead focus on values that authentically connect with consumers. Successful campaigns will need to convey unity, optimism, and integrity.
At a time when consumer trust is closely tied to brand values, brands that uphold their commitment to inclusivity and honesty are more likely to earn loyalty, especially if they remain mindful of ongoing social divisions.
Ultimately, brands that remain grounded in their core values, communicate with authenticity, and avoid divisive messaging are likely to resonate best in a polarized climate.
To thrive, marketers must focus on meaningful, unifying connections with their audiences — demonstrating that, despite political shifts, the industry’s role remains to create genuine, inclusive and resonant stories. Always has been. Always will be.
Most Recent
Most Recent
0 Comments