Trump Wins: Now What?

Straight to the Point

What We See: Populism is taking over. Businesses are no longer just battling regulations—they’re fighting for trust.
What It Means: Don’t get small and pick sides. In this divided world, staying big and standing for your values matters more than ever.
What To Do About It: Focus on building trust with all stakeholders and prepare for heightened scrutiny from both political sides.

In this edition, we spoke with Purple Strategies Founder Alex Castellanos, a leading Republican strategist and veteran political communicator, about what businesses should be doing and preparing for if Donald Trump wins the presidency. Stay tuned for our next issue, where we’ll hear from Purple Senior Advisor Donna Brazile, who will share insights on what businesses should be doing if Kamala Harris takes the White House.

By: Alex Castellanos

01: What We See

Trump Wins: What It Means for Corporate Reputation

This election isn’t about the traditional left versus right or Republican versus Democrat divide. It’s about insiders versus outsiders, and in many ways, populism is the real winner, no matter which party takes the White House.

Republicans used to believe big government was the primary threat to freedom. Democrats used to believe big business was. But today, both sides share a new belief: Big government and big business often conspire to take away the freedoms of regular, working-class people. Whether it’s a Bernie Sanders Democrat or a Donald Trump Republican, more and more people feel like their voices aren’t being heard.

For businesses, this means the game has changed. It’s no longer enough to placate regulators and legislators. You must reach beyond the insiders and speak directly to the regular, working-class outsiders who feel disenfranchised. They’re expecting more from companies—not just to act responsibly but to speak to them in a direct, consistent way that aligns with their values. This shift in expectations is something that businesses can’t afford to overlook.

02: What It Means

What does this mean for your business? First, recognize that how you operate in the political sphere must change. You can no longer just focus on keeping the regulators happy. In this new environment, companies that choose sides on divisive issues will find they have chosen trouble. You’ll antagonize one side or the other—or worse, both.

Instead, look for the path that lets you rise above the political fray. As much as possible, avoid getting caught up in issue controversies. You don’t want to split your workforce or your consumers down the middle. The companies that have been successful in this environment empower their employees to take stances as individuals while the company stays focused on its mission: surviving, succeeding, and ensuring everyone can keep their paychecks and jobs.

Does this mean your company should avoid standing up for its values? No! In fact, it’s the opposite. Just remember: Values unite, and policy divides.

So don’t go low, go high. Keep it big. Demonstrate that you lead a company that believes it is good for business to do what is right.

And as you speak to Trump or Harris supporters—respect their points of view.

The Trump voter feels like the things that hold us together as Americans are falling apart. They feel like we no longer share the same beliefs, salute the same flag, or even agree on what defines a man or a woman. When you speak to these voters, they need to know that you’re a company that values what holds this country together. Trump and Harris are trying to tap into this. Projecting strength, unity, and an optimistic vision of the future is more important than day-to-day politics.

03: What To Do About It

Stay Out of Divisive Issues: As Michael Jordan once said, “Republicans buy shoes too.” Remember, you are a company whose mission is to serve people, not a political party whose goal is to divide them. Campaigns and political parties want to divide their stakeholders. You don’t. When you embrace division, you risk pleasing no one. The more you stay above the fray, the better positioned you’ll be to speak to all sides.

Empower Your Employees: There is an alternative. Instead of the company taking sides, empower your employees to become politically active as individuals. Support them as they voice their opinions while your company focuses on its mission of providing success, paychecks, and jobs.

Prepare for Populism: Regardless of who wins this election, prepare for the rise of populism. The days when the Republican party simply championed unfettered capitalism are over. Now, even Republicans will look closer at big business, especially big health, big pharma, and big food. We will see populist alliances across party lines, with legislators trying to shift power from big business to the hands of consumers. Get ready: Big business will face increasingly difficult times.

Be Good to Be Great: People can only judge others through the prism of their own human experience. When a company disappoints, it is always because it did something we believe a good person would not do. Your company must reassure stakeholders that you are a great company because you are also a good one.

The world is moving faster than ever, and businesses can’t afford to cling to yesterday’s success. If your company is saying, “If only consumers understood how valuable we are,” you’re already falling behind. Reimagine the next day. Don’t wait for the storm to hit before you act. Build trust now, communicate with your stakeholders today, and let them know who you are and what you stand for.

If you think you must act differently depending on whether Trump or Harris wins, you will likely alienate half the country. Instead, rise higher. Let people see leadership that transcends politics.