Trump and the Decline of ‘Woke’ Branding

A Major Shift in Corporate Messaging

Back in 2019, Gillette made headlines with a bold ad campaign honoring Pride Month, featuring Black Canadian trans artist Samson Bonkeabantu Brown learning to shave with his father’s support. Celebrated by critics and the LGBTQ+ community alike, the ad marked a significant moment for inclusive advertising.

For over 20 years, businesses have embraced LGBTQ+ rights through high-profile campaigns—though often accused of being driven more by marketing than genuine advocacy. But this year, the noticeable absence of Pride-related initiatives isn’t just anecdotal—it’s a clear and deliberate shift.

Trump-Era Anti-DEI Policies Reshape Corporate Strategy

Just five months into Donald Trump’s second term, major brands have scaled back—or dropped entirely—their Pride and Juneteenth campaigns. With anti-DEI (Diversity, Equity, Inclusion) policies and renewed attacks on trans rights becoming official government stances, corporations are quickly realigning their messaging with conservative values.

“I’ve heard from clients who’ve systematically deleted any past DEI efforts for fear of backlash,” says Mark, a creative director at a New York advertising agency. What was once progressive branding has now turned into a “deafening silence,” he adds.

From Inclusive Branding to Patriotic Messaging

Major corporations like Mastercard, PepsiCo, Citi, and Nissan have withdrawn from New York’s Pride events. Others have embraced ultra-nationalistic messaging aligned with Trump’s cultural narrative and economic agenda.

Campaigns like Stellantis’ “America Made Us” or Ford’s “For America, From America” now prioritize American manufacturing and patriotic imagery—echoing the dominant ideological tone of the new administration.

The Retreat from Public Commitments

Even the Super Bowl dropped its usual messaging on racial justice this year. In Denver, the Juneteenth celebration faced budget cuts due to lack of corporate sponsorship. Brands are increasingly avoiding progressive themes, wary of political retaliation or consumer boycotts.

“Many companies are now reluctant to acknowledge previous campaigns supporting marginalized groups,” Mark observes. This retreat began well before the election—accelerated by controversies such as Bud Light’s partnership with influencer Dylan Mulvaney.

Corporate Commitment Under Strain

Marketing figures like Matt Skallerud now describe the DEI space as a corporate “ghost town.” Media and entertainment giants like Disney and Amazon have also scaled back inclusive policies, influenced by looming regulatory pressure.

Simultaneously, commercials mirror the emerging conservative aesthetic—glossy, grandiose, and often masculine-centric. One notable example is the U.S. Secret Service’s cinematic Super Bowl spot, which favored a virile narrative that sidesteps inclusivity entirely.

Subtle but Persistent Acts of Resistance

Despite this conservative wave, some brands are holding their ground. Costco remains committed to its DEI policies. Walmart shareholders overwhelmingly voted down anti-diversity proposals. Meanwhile, companies like Ben & Jerry’s, Apple, and Microsoft are doubling down on public commitment to human rights and environmental justice.

David Reibstein, a marketing professor at Wharton, emphasizes that consumers must consciously support brands aligning with their values. He also calls on advertising professionals to foster meaningful conversations instead of retreating from them.

A Cultural and Existential Crossroads for Brands

This isn’t just about advertising—it’s about whether brands can still serve as platforms for diverse identities and ideas. In the face of an increasingly uniform ideological current, industry leaders must choose ethics over temporary alignment with power. Reibstein warns, “If not, American imagination won’t just become MAGA—it will vanish altogether.”

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