What does Trump 2.0 mean for communications?

This week marks Donald Trump’s return to The White House, with the now 47th President of the United States sworn in at the Capitol building on Monday. The new commander-in-chief re-enters the oval office in a strong position, holding slim but solid Republican majorities in both chambers of congress, making him well set to implement the agenda he was elected on back in November. As one would expect there have already been plenty of articles penned on what the President’s return will mean for a variety of industries, but in this blog we examine what Trump 2.0 might spell for our sector - communications.

Pretty immediately after Kamala Harris conceded the race last year, we began to see an evident cultural shift among the business class in America. As we know, Trump already has one tech billionaire (and the richest one at that) Elon Musk on-side, but we have subsequently seen both Mark Zuckerberg and Jeff Bezos cozy up to the President, with the latter announcing that his Meta platforms will reduce content moderation and drop their ‘fact-checkers’, instead adopting an X-style community notes feature. Additionally, we have also observed Trump-style cultural shifts in household names like McDonald’s and Ford Motors, who have both announced they will be moving away from their previous commitments to bolstering diversity, equity and inclusion (DEI) at their companies.

If these changes are anything to go by, the next four years will see social media spaces becoming increasingly like the Wild West, with plenty of users regaining their voices and influence on the major platforms who had previously lost that privilege in the era of strict moderation. It might also see further fragmentation, with certain audiences becoming increasingly isolated. Bluesky, for example, is one such platform that has benefitted from Musk's policy changes over at X, a place where jaded ex-twitter users have gathered to exchange information free from the billionaire’s tinkering. Additionally, It would not be surprising if we continue to see American firms drop or water down their ESG and DEI communications, as corporate America increasingly tries to court favour with the incoming administration.

Reassuringly for brands who value these initiatives, there is compelling evidence to say that these trends will endure. Our 2025 Signals report points to the ‘quiet acceleration’ in ESG progress, with businesses on both sides of the Atlantic preferring to put their heads down and work on delivering their commitments, even if not broadcasting their work in fear of the backlash due to the politicisation of the issue. In the UK, efforts are being made by both the FCA and the new Labour government to increase DE&I, including new revisions to the Corporate Governance Code that will pressure boards into greater action on this front, with 2025 likely to see ethnicity pay gap reporting becoming mandatory for large firms.

So how can we as marketers, PR practitioners and brand-builders stand out in the era of Trump 2.0?

This first step may seem simple but businesses can stand out by being themselves and sticking to their principles. If a company is genuinely committed to reducing its carbon footprint or increasing the diversity of its workforce, that needn’t be undermined by a change of administration that might be less friendly to these objectives. If anything, there’s an opportunity to lean further into what makes it unique. In a crowded and noisy landscape, notable characteristics and clear values stand out and will be appreciated that much more by customers and clients.

Equally important is making sure that brands are taking a razor sharp position in each of the channels in which they operate, even if these might cut against the current narrative in their industry. In the era of misinformation and generative AI, ensuring communications are genuinely insightful, targeted, and well-backed with data, is an invaluable advantage.

Only time will tell exactly what the next Trump term, and indeed the 2020s as a whole, will spell for communications. But by ensuring that a brand remains committed to its positioning, taking self-assured and consistent positions to stand out from the crowd, it will likely be doing better than most.