Donald Trump
Donald Trump

Trump’s Executive Orders on DE&I Reshape Advertising Strategies Amid Growing Brand Safety Concerns

On Inauguration Day, President Donald Trump signed executive orders that sought to dismantle government diversity, equity, and inclusion (DE&I) programs. This move reflects a broader cultural shift that marketers and advertisers must now address. The changes, which signal a retreat from DE&I efforts, are set to influence the way companies handle advertising and marketing strategies. As businesses adjust to these new political realities, they are rethinking how they engage with audiences and manage their brand image amid evolving political dynamics.

Media Buyers Respond to Growing Brand Safety Concerns

In reaction to Trump’s executive actions, media buyers are becoming increasingly cautious and focused on brand safety. These buyers are implementing stricter ad placement reviews, with a greater emphasis on checking inclusion lists and assessing websites and domains. As the political climate intensifies under Trump’s second term, media buyers are taking extra steps to ensure that ads do not appear in controversial or unsafe spaces. As one anonymous executive explained, it’s critical to maintain tight control over ad placements to avoid anything that could damage a brand’s image.

Donald Trump
Donald Trump

Among the agency executives interviewed, only one mentioned that a client was excluding political and news content from their inclusion lists to avoid the potentially volatile news cycle. However, many warned that limiting these lists too much could reduce the ability to reach new audiences and impact overall campaign effectiveness. Historically, inclusion and exclusion lists focused on avoiding political content, violence, and other sensitive issues. Today, these lists have become more complex, incorporating concerns over misinformation and disinformation, which complicate media buying decisions.

Adjusting to a Changing Political Climate in 2025

As 2025 unfolds, businesses are facing a different political and cultural environment. With Trump’s return to power, companies and media buyers are reassessing how they approach advertising in a climate where political influence is increasingly felt. This shift has led to more frequent reviews of inclusion lists, moving from quarterly checks to monthly or even more frequent assessments. Media buyers are bracing for a potentially disruptive year as they prepare for what could be a challenging news cycle shaped by political and cultural shifts.

Despite the changing political dynamics, clients remain cautious about incorporating political content into their advertising strategies. Media buyers report that most clients are not revising their inclusion lists to allow for more right-wing or conservative media, even with Trump’s second term in office. While clients are still concerned about maintaining cultural relevance, they are wary of engaging with content that may alienate particular audiences. As one anonymous executive put it, clients are focused on staying safe and avoiding potentially controversial content that could harm their brands’ reputations.