We’re only three months into 2025, but the world looks and feels a lot different than it did just a few months ago. Change and disruption are the name of the game, whether it’s coming from the new administration (executive orders, DOGE activity) or from forces on the other side rallying against big business and capitalism. It’s no surprise that so many companies and organizations are at a loss for what to do and how to communicate in this new environment.  

One thing we’ve been advising all along, even before the new administration came into office, is that standing on the sidelines and doing or saying nothing is NOT an option. People are watching and waiting to hear from companies. Engagement is essential: with your customers, employees, all your stakeholders, and with the new administration. As this new environment continues to evolve and become the “norm,” here are five communication strategies that simply will not work for companies and organizations now… and moving forward. 

Making the problem too big

It will not work to just rant and sound an alarm against Trump and his actions—using terms like “constitutional crisis” and “dictatorship” only make people tune out. A more effective strategy is to make the problems we face solvable. Talk about how those actions will impact people, communities, and specific audiences (like farmers, or veterans). Connect actions to real impact and things that voters actually care about. This harkens back to the Democrats’ potentially fatal 2024 presidential strategy of sending a dire warning about the “threat to democracy” instead of talking about real, everyday issues that matter to people.

Ignoring Popular Sentiment

There’s a sentiment that transcends the right and the left. The same reason that Trump was reelected is the same reason why people are railing against capitalism. The American people believe things are out of whack, out of balance; that things are inherently UNFAIR and that the system/big business/capitalism is rigged against them. Unless and until you recognize and acknowledge this reality, your message will fall on deaf ears. 

Failing to find common ground

If you don’t empathize with the real pain and frustration people are feeling today, they will never listen to you. So listen to what people are saying on all sides of an issue. Try to understand what’s at the heart of how people are feeling. And respond empathetically (“We get it… we understand your frustration…”). Let them know you hear them and understand where they’re coming from. Establish that starting point before laying out your message or presenting alternative points of view.

Not telling your story

We say it all the time: if you don’t tell your story, someone else will tell it for you. It might feel easier and safer these days to stay silent. But burying your head in the sand and waiting for this moment to pass will only hurt you. You will need to recalibrate; adjust or recreate your narrative, particularly as it applies to specific actions or beliefs and your position on them (i.e., tariffs, the belief that companies are putting profits above people). It’s critical to address what’s on people’s minds, make sure they understand why you exist, and speak up so they don’t create their own version of your story and cast you as the villain. 

Talking about all the good you’re doing in the world

The days—years, actually—of focusing on all the good things your company is doing for the world through your corporate responsibility initiatives have passed. It just doesn’t address the root cause of peoples’ mistrust. It’s clear this is no longer what a majority of the people want to hear about today, as good as those initiatives may be. Companies need to shift their message and get back to focusing on the fundamental promise they’ve made to their customers and stakeholders, and how they’re filling that promise in a responsible way. Again, it’s a matter of listening to and understanding what people are looking for today… and communicating in response to those very real needs, instead of what you think people need to hear. 

It’s not easy to know how to react and communicate in this new environment, but it’s imperative to stay in the conversation. That’s why we’re hearing from many of our clients for guidance on adapting their messaging and narratives to the moment. If you’re struggling to understand how to move forward, we’d love to talk with you. We can share our framework for helping organizations manage and respond to political and regulatory risks, as well as the wave of anger and distrust that’s sweeping across the country. Contact us—and let’s talk about how we can help you navigate this moment.