From AI to DEI, the world we’ve become used to is undergoing a seismic shift. When finding solid ground is a fever dream, the only way for content marketers to respond is with integrity, holding onto the content marketing mantra of ‘values first, always’. 

Bryden Campbell, founder and managing director of Brand Rebellion, shares her thoughts on the impact and cascading implications of Trump’s influence on brand messaging, suggesting that staying consistent, even when it’s inconvenient, is the only option. 

If your brand has built its marketing strategy around diversity, equity and inclusion (DEI), Trump’s recent US executive orders should be on your radar. The policies are pushing federal agencies to drop DEI programs within 60 days and encouraging a return to in-office work, signalling a wider shift that has already begun influencing major corporations like Ford, McDonald’s, Walmart and Meta. Meta, for example, is now openly embracing ‘aggression’ and ‘masculine energy’ as part of its corporate ethos. 

For marketers, the ripple effects of these changes extend far beyond US borders. The question isn’t just whether these policy shifts impact your organisation directly, but how they influence the platforms and partners your brand relies on. As major tech companies pivot away from DEI commitments, brands that have championed inclusivity are faced with a dilemma: do you continue investing in these platforms, or do you take a stand?

For some organisations, particularly those that have never placed inclusivity at the heart of their business, these policy changes won’t require much adaptation. If your approach to DEI has never been central to your overall marketing strategy, you can continue business as usual.

But for brands that have positioned themselves as champions of diversity through their marketing efforts, this is a critical moment. Consumers today are more value-driven than ever, and they expect brands to align with their stated principles. If your brand has loudly supported DEI, any sign of retreat could trigger scepticism, or worse, backlash.

Social media platforms operate as a two-way street, where consumer voices are amplified. When a brand’s actions don’t align with its messaging, audiences are quick to notice and even quicker to respond. A misstep in DEI messaging can snowball, impacting reputation, trust, and ultimately, consumer loyalty.

Some marketers may argue that business decisions should be made based on reach and revenue, not political landscapes, but this perspective ignores a fundamental shift in consumer expectations.

We’ve already seen what happens when brands are called out for perceived hypocrisy. Consider Tesla, once a brand with an almost cult-like following. Its association with Elon Musk’s controversial public behaviour has eroded consumer trust, particularly among those who prioritise ethical leadership. The company has faced repeated lawsuits over racial discrimination and workplace harassment, and while it remains a dominant force in the EV market, it is no longer universally admired.

On the flip side, Nike’s partnership with Colin Kaepernick, which sparked polarising reactions at the time, ultimately strengthened brand loyalty among its target audience. While some customers boycotted Nike products, sales surged in the aftermath, proving that taking a stand can be both ethically and financially beneficial when it aligns with consumer values.

The real test will come with high-profile DEI moments, such as International Women’s Day in March. Brands that have historically supported gender equality will face even greater scrutiny than in years past. Will they continue their commitments, or will they quietly step back? If a company previously championed women’s leadership but is now scaling back on DEI, audiences will notice.

For content marketers, this is a crucial time to evaluate planned campaigns. Will your brand’s messaging for International Women’s Day reflect your ongoing commitment to DEI, or will it ring hollow? Consumers are more likely than ever to call out performative marketing, so content must be backed by genuine action. That might mean reassessing ad spend on platforms that no longer align with company principles, re-evaluating partnerships, or using marketing campaigns to reinforce a genuine commitment to diversity.

The Guardian’s decision to stop posting on X (formerly Twitter) is a prime example. The move likely impacted traffic in the short term, but it reinforced trust among its audience and built a strong foundation of loyalty and respect. It was a clear statement that values matter more than reach.

Trust is a currency that takes years to earn and seconds to lose. Staying consistent in your brand’s messaging, even when it’s inconvenient, is what builds long-term loyalty. Consumers reward brands that stand for something and penalise those that shift with the political winds.

Trump’s DEI executive orders have created a defining moment for content marketers. For brands that have built their reputation on inclusivity, the stakes have never been higher. Are you prepared to stand behind your DEI-driven marketing efforts with integrity and confidence, even as the zeitgeist shifts around you? Are your campaigns aligning with your stated values? Are you prepared to engage in authentic and potentially challenging conversations about inclusivity?

Ultimately, the brands that will rise to the occasion will be the ones who can prove that their DEI commitments are more than just marketing slogans. Otherwise, they run the risk of choosing short-term convenience over long-term trust. 

Bryden Campbell has more than 12 years of marketing experience developing and managing brands, stakeholder engagement and developing digital marketing strategies. She has worked on brands across government, innovation, tourism, major events, space and small businesses.