What Trump’s victory – and $215m in anti-trans ads – mean for the future of advertising ethics

Much of Trump’s 2024 campaign is based on divisive rhetoric and fear-based tactics. According to the latest data from AdImpact, Republicans spent about $215m each on online TV ads that denigrated transgender people.

“The attack on our community was undoubtedly the first thing in advertising,” Montana State Representative Zooey Zephyr (D) wrote in X. The Harvard Law Cyberlaw Clinic’s Alejandra Caraballo added, “That is $134 per person spending money against ads. To say this attack on our community was not enough is an understatement.”

For many in the marketing industry, the size and nature of Trump’s advertising strategy raises urgent questions about the ethical responsibility of advertising in general, especially when campaigns target marginalized groups. As the country prepares for Trump’s second term, retailers are already thinking about how the industry can use its influence to help heal deep divisions.

Confronting fear-based advertising

While much of Trump’s campaign has relied on fear-based messaging, industry experts argue that his approach is nothing new. Rachael Kay-Albers, founder and creative director of branding studio RKA Ink, says: “For a long time publishers have been in the business of creating monsters, expanding the ranks and selling their products as the remedy. Fear-mongering ads are very popular, both in business and in politics, because fear prompts people to act quickly.

Kay-Albers points out that when fear-based advertising targets disaffected groups, its effects extend beyond the electoral arena. He’s referring to the infamous 1988 Willie Horton ad that ran in support of George HW Bush’s campaign. While the ad did not explicitly mention race, it used Horton’s image to reinforce the dangerous stereotype of Blacks as violent criminals, evoking racial tension as well as political agendas.

“Knowing this, marketers must ask themselves: can fear appeals and purpose-driven messages exist?” he says. “How can we use our position as creative advocates to create political messages where everyone wins, not just our candidate?”

Others in the industry echo these concerns, highlighting the lasting impact of fear-based campaigns on vulnerable communities.

Jimmy Philémond-Montout, Canadian DEI expert and executive director of Diversité Artistique Montréal, an organization dedicated to promoting diversity in Montreal’s arts and culture sector.

Philémond-Montout cites research from GLAAD and the Anti-Defamation League (ADL), which showed more than 350 incidents of abuse, vandalism and assault against LGBTQ+ people from June 2022 to April 2023 – a period of marked by the rise of anti-LGBTQ+ voices and legislation. “The frequency of anti-trans reports is related to the increasing reports of violence against trans people, creating an environment in which vulnerable people feel unwelcome or unsafe,” he explains.

For some, these separate parts of Trump’s campaign underscore the critical responsibility of marketers who must counter dangerous narratives.

“Trump’s toxic brand, from terrorizing Haitian immigrants to denigrating Puerto Rico, has long fueled baseless and conflicting narratives,” explains Lauren Kay-Lambert, director co-director of Shape History, a social media outlet. . “Marketers have a huge responsibility to ensure that advertising is genuine, ethical and avoids negative stereotypes. Sending misleading messages is dangerous not only to misinform the public but to cause real-world anger and violence.”

Choice between separation and inclusion

Trump’s re-election is likely to further exacerbate existing political polarization; The American Psychological Association (APA) recently reported that nearly two-thirds of adults (64%) feel that their rights are under attack, and nearly 41% are considering moving to another country due to social status. In this climate, mission-driven campaigns based on compassion can provide a path to healing.

“Publishers have a huge responsibility to think about the real-world impact of their messages, especially when it comes to marginalized groups or serious social issues,” says Mahak Agrawal. , a data scientist in IBM’s Office of Chief Analytics. Although purposeful messages can have an impact, Agrawal warns that they “require precision and care in execution. Networks must avoid using purpose as a standard marketing tactic, as it can be accident soon.”

He points to campaigns like Levi’s ‘Buy Better, Wear Longer’ and Airbnb’s ‘We Accept,’ which resonated with audiences by focusing on shared values ​​and compassion. “To reduce the risk, brands should work with advocacy groups and maintain ongoing dialogue with the affected community,” he adds.

Philémond-Montout points to the many companies that adapt to social media and encourage communication: “For names, the strategy of the Trump campaign is a clear reminder of how advertising can bring division under the message o ‘ ‘power’. Effective messaging should inspire, not persuade. Brands like Patagonia and Ben & Jerry’s have shown that it is possible to deal with social issues honestly, avoiding discrimination by presenting an inclusive vision.

As the country faces four more years under the Trump administration, the path forward remains uncertain — especially for the disadvantaged communities targeted by the campaign. For many, this underscores the urgent need for brands to engage with empathy-driven messaging that can counter divisive rhetoric.

Kay-Lambert of Shape History says: “Behavioral advertising has the power to shape emotions and inspire positive change. “It is time to reject the politics of identity fraud in an effort to win elections and embrace a responsible, respectful approach that serves the public good.”