Donald Trump’s second term as U.S. president marks not just a political shift but a cultural one, with significant implications for branding and creative industries. His 2017 presidency brought a resurgence of hypermasculinity in advertising. Now, as he returns to the Oval Office and the counterweight of movements such as #MeToo diminishes, a more profound wave of overtly masculine themes could permeate the market—especially among those catering to conservative, traditional male demographics.
For marketers, this cultural shift presents both opportunities and pitfalls, as how they approach this terrain will shape their reputations, consumer trust and long-term viability. Brands and marketing stewards must consider several factors to successfully navigate a second wave of hypermasculinity.
Be different, not divisive
While brand strategy requires marketers to be intentionally selective of their audience, brand differentiation doesn’t require antagonism, but rather a thoughtful approach, focusing on meeting the unique desires of a specific audience without alienating others. Brands must avoid the trap of defining themselves as “against” certain groups—which often creates unnecessary polarization—and instead, aim to resonate with their target audience while remaining neutral to those outside of their focus.