Backlash Against Woke Advertising Sees Brands Shift to Conservative Campaigns as Trump Influence Grows

When Nike featured Colin Kaepernick at the centre of its 2018 campaign, it appeared that the age of social justice advertising had reached its zenith. Kaepernick, an NFL player sidelined after his protests against racial injustice, symbolised what was then a prevailing trend: brands aligning themselves with high-profile causes and virtue signalling in the name of “purpose-driven” marketing. That era is now ebbing as a marked shift in consumer preference and political influence reshapes the advertising landscape in both the United States and the United Kingdom.

Seven years on, the mood has pivoted sharply. “Woke” advertising is losing traction, gradually replaced by a more traditional, right-wing vision of Americana. The catalyst for this change owes much to Donald Trump’s ascendance and his unmistakable sway over public discourse and brand performance. Sydney Sweeney’s recent advertisement for American Eagle, featuring the slogan “good jeans,” ignited debate about beauty norms and accusations of eugenics, yet Trump’s emphatic endorsement propelled American Eagle’s stock to a 25-year high. Brands now recognise the commercial power of aligning with figures that resonate deeply with the Republican base, while simultaneously sidestepping risks associated with divisive social messaging.

Nike itself has distanced from activist campaigns, favouring family-oriented themes with sports figures like Scottie Scheffler. Corporate America is following suit, with tech and retail giants such as Google, Amazon, Walmart and McDonald’s scaling back diversity, equity and inclusion programmes after a wave of restrictions out of the White House. Even historic brands like Jaguar have not avoided scrutiny; Trump lambasted their recent “woke” rebrand, and consumers echoed this backlash, reinforcing the notion that branding must reflect cultural sensibilities rather than attempt to force new narratives.

Advertising’s fortunes have always tracked societal attitudes, and recent research highlights that the vast majority of British consumers now prioritise cost and quality over social or ethical considerations. Only 5 percent listed such values as purchasing motivators, a statistic likely amplified by the ongoing cost-of-living crisis. When brands do attempt value-led campaigns, they risk ridicule—such as Dove’s body-shaped bottles or greenwashing controversies—and unexpected consequences in the form of boycotts or regulatory bans, exemplified by Persil’s advertising misstep in 2022.

This recalibration has not completely eliminated campaigning adverts. Isolated success stories, such as AXA’s Cannes Lions-winning campaign on domestic violence, prove that some messaging still resonates—particularly when authentic and tightly linked to a brand’s core competencies. However, humour, nostalgia, and light-hearted storytelling now hold greater appeal for both consumers and advertisers wary of backlash and reputational damage. Today’s marketers are increasingly opting for “earned media”—unpaid exposure and organic endorsements such as the significant boost American Eagle received from Trump’s comments about Sweeney—to amplify reach while limiting brand risk.

The notion that all publicity is good publicity appears antiquated amidst the volatility of social media. As brand managers grapple with less control in shaping perceptions, a growing consensus in boardrooms across London and New York reflects a desire to keep corporate messaging safely distanced from political trenches. Market leaders now see risk management as essential, opting to reflect rather than dictate cultural tides in their advertising strategies.