An article by Ad Age asks thought leaders within the Alliance for Marketing Progress (AMP) community how a second Trump presidency might ultimately affect the marketing industry.
Respondents touched on an array of topics — including data privacy and regulation, inclusion and increased empathy.
“This year has been incredibly divisive, and honestly, we’re all feeling a bit worn out,” says Pereira O’Dell President Natalie Nymark. “In a world that feels increasingly fragmented, this is the time for brands to highlight the common threads that tie us together — our shared humanity, values and aspirations. I think 2025 will be about shifting focus from what divides us to what unites us.”
Nymark says it’s clear that people want unity and inclusivity, citing a Kantar study that found that 75% of consumers are more likely to support companies devoted to inclusion. “It’s a moment for advertising to really connect with people on a deeper level, fostering empathy and building relationships that bring us together rather than pull us apart.”
Nymark’s three steps for brands to connect with consumers: focus on what’s distinct and special about your brand and use that to connect with people; lean on emotional benefits that bring to life what makes us human; and make things easy for consumers by simplifying processes, reducing friction and providing genuine support.
“In the end,” Nymark says, “the most successful brands will be those that understand that connection is not about grand gestures, but about genuine empathy, active listening and a sincere commitment to adding real value to people’s lives. By embracing these principles, we can help transform the current narrative from division to understanding.”
Hogwash Studios Account Director Lydia Pavach says the incoming Trump administration will likely ease regulatory oversight of digital advertising — leading to a more aggressive use of personal data in targeted campaigns.
“While this could lead to more exact audience targeting — and consequently, a potential boom in ad spend — it also means consumers will be more skeptical and protective of their privacy,” Pavach says. “This looser regulatory approach could accelerate the adoption of AI in content creation, driving rapid innovation while presenting challenges in keeping pace with the development of ethical standards and legal safeguards.
“Brands may increasingly turn to AI for faster, more cost-effective content production, which in turn could make it harder to distinguish between authentic and AI-generated material. This shift raises the possibility of highly convincing AI-generated content (i.e., deepfake endorsements), prompting consumers to scrutinize what’s real.”
Pavach says the absence of clear guidelines will require the industry to balance creativity with credibility — and that brands will need to create campaigns that resonate with consumers to achieve success.
“Today, consumers can spot inauthenticity from a mile away,” Pavach says. “The most effective content will need to be increasingly transparent, ethical and responsive to concerns around privacy and data use. In this new era, the brands that thrive won’t just know their audience — they’ll respect them.”
Jasmine Presson, Chief Strategy Officer at Mediaplus North America, said the future is too uncertain to predict — and that the next Trump administration will offer an opportunity for marketers to tighten processes for monitoring trends and evolving plans accordingly.
“An adaptive approach to advertising will become even more important in an increasingly unpredictable environment,” Presson says. “In order to increase our ability to adapt — while avoiding being reactive — we must dedicate energies to developing clearer strategies, institutionalizing curiosity and operationalizing agility.”
Presson’s blueprint calls for marketers to do their homework — understanding who buys a brand’s products and services, why they use the category and choose the brand, and how much they’re willing to pay; nurturing curiosity within the marketing industry; and shifting from an “upfront” mentality on media planning and buying to a more flexible model.
“When we assume change will come and focus our energies on organizational readiness for it — instead of spinning our wheels on all the “what ifs” — not only do we increase the likelihood of future success, we also walk into tomorrow with more confidence, which is the best antidote for organizational paralysis and reactiveness in a time of uncertainty,” Presson says.