🤔 Last Week in Humane Marketing - Bianca's Take #5

Buckle up, we're entering Trumpland

The News - Well, it's official: Donald Trump is back in the White House. And with him comes a storm of changes for the marketing world.

Bianca's Take - I've read a few people's takes on this, and I have to say, it's not like brands suddenly throw out their entire playbook and rewrite their strategy the day after the election just because there's a new president in office. However, there are some broader shifts we can likely count on:

• A Return to Nationalism in Brand Messaging - Expect the “Made in America” slogans to rise again as brands pivot toward more patriotic messaging in response to Trump’s likely focus on nationalism. That means many brands might scale back on Diversity, Equity, and Inclusion (DEI) initiatives to align with the administration’s more nationalistic tones. Smaller, diverse-owned agencies could be in for a tough ride as the pendulum swings away from inclusivity.

• The Polarization Game - The political climate is only getting more divided, and marketers are in the crossfire. Brands that can find the sweet spot between staying authentic and avoiding divisive issues will likely resonate the most. Unity and integrity might be the safest bets.

• Tariffs, Inflation, and Tighter Budgets - With potential tariff reintroductions under Trump, consumer prices could spike, squeezing household budgets. That means we might see a shift in marketing spend, especially for industries hit hardest by rising costs. Expect more caution in ad budgets, particularly in sectors like retail, travel, and manufacturing.

• Deregulation: A Double-Edged Sword - On the flip side, Trump’s deregulation efforts could provide brands more creative freedom and lower compliance costs, giving rise to more audacious ad campaigns. You'll still want to stay on your toes and remember to keep an eye on shifting public sentiment.

If I’ve learned anything from past presidencies, I know marketing will find a way to make it work—even if it means slapping a flag on a bottle of ketchup and calling it a day.

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The News - Trump's return signals change for sustainability, with potential shifts in climate policies. As COP29 kicks off in Baku, Biden's team is scrambling to finalize regulations, while the U.S. energy landscape faces uncertainty with LNG and hydrogen exports. Meanwhile, the EU is advancing its Corporate Sustainability Due Diligence Directive, and businesses are feeling the pressure to act more responsibly.

Bianca's Take - With Trump's return to office, the environmental battleground is heating up (get it?) Climate change doesn't care about partisan politics or shifting administrations; it is the ultimate equalizer. On the bright side, climate startups like Electric Hydrogen are contemplating a shift to Europe due to fears of lax carbon accounting and reduced support for green initiatives in the U.S. Yes! Come to Europe! We appreciate the moral value of "saving the planet" more than a growth at all costs mentality.

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The News - With Trump's return, the tech landscape is poised for disruption. The AI safety guidelines established under Biden may be rolled back, while tariffs and export controls impact U.S.-China relations. TikTok's fate also hangs in the balance, with Trump potentially reinstating the TikTok ban, and Canada canceling TikTok altogether. Meanwhile, OpenAI is in talks to transition to a for-profit model. Netflix is turning to generative AI for its gaming and entertainment. Perplexity is offering to replace striking NYT staff.

Bianca's Take - Trying to decipher tech feels a bit like walking through a maze where the walls keep shifting. The only thing we know for sure is that money talks and change is constant. OpenAI's move towards a for-profit model, and Anthropic's "intelligence" price increase, raise questions about access and equity—will advanced technologies become tools for widespread benefit or just another means to widen the gap between corporations and consumers? These are questions addressed at length by

Alberto Romero

in this post.

While platforms may change and technologies evolve, the fundamental desire for authentic connection remains. Embracing innovation shouldn't mean abandoning the principles of transparency, respect, and genuine engagement. Instead, it should challenge us to integrate these values more deeply into our strategies.

You can’t innovate away humanity.

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HUMANE TECH

• Meta reveals Instagram now surpasses Facebook in active EU users — seems Europeans prefer scrolling through filtered selfies over reading long status updates.

• ChatGPT redirected 2 million users to official news outlets for election info — proving that even AI knows when to let the professionals handle politics.

• Google tests real-time conversational voice search — aiming to make your search bar more of a chatty friend than a silent know-it-all.

• OpenAI loses another lead safety researcher, Lilian Weng — looks like the guardians of AI ethics are checking out; hope the robots behave themselves.

• Robot artist Ai-Da's painting sells for over $1 million — the starving artist trope only applies to humans, apparently.

• Intel brings back free office coffee to boost employee morale — did AI make this decision?

• OpenAI wins a legal battle as judge dismisses news websites' copyright case — proving that AI knows its fair use rights, or at least has good lawyers.

Have I missed any news? Let me know.

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