President Donald Trump’s policies are marked by aggressive tariffs and an ‘America First’ mantra which could profoundly impact how UK brands market themselves.
Like the UK government with its ‘secret mini cabinet’, marketing teams also need to come together, share knowledge and strategise to adapt to Trump’s second term.¹
How UK marketers can adapt to the potential impacts of Trump’s foreign policy
Trump appealed to the American public with a take on foreign policy that aims to create jobs and help American industry thrive. The essential component? Tariffs.
By implementing hefty tariffs on international imports, Trump hopes to make production on US soil the more cost-effective decision for businesses.
At the time of writing, Trump has proposed a 10% tariff on Chinese-made goods and 25% for Canada and Mexico. While the UK isn’t in a trade deficit with the US –something that might keep it off Trump’s radar – there’s no guarantee UK products won’t face similar barriers.
If tariffs were imposed on UK exports, businesses would face tighter profit margins, forcing tough decisions: absorb the costs or raise prices. Both scenarios would place new demands on marketing teams:
About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology and tourism.
An advocate for innovation in digital marketing, Natalie has a proven track record of driving audience engagement and delivering measurable results.
- Price increases: Higher prices often lead to reduced consumer demand. Marketing teams would need to work harder to justify value and retain customer loyalty.
- Resource cuts: In economic downturns, marketing is often the first area to face cuts to teams and budgets. Teams operating with fewer resources would need to find creative, cost-efficient ways to maintain impact.
One solution lies in partnering with integrated agencies. By consolidating digital, influencer, PR and social media efforts under one roof, brands can maximise budgets, achieving more impact with less resources.
How UK marketers can adapt to shifting consumer attitudes in the US market
Beyond tariffs and trade policies, Trump’s second term also signals a shift in consumer attitudes towards a more nationalist rhetoric. This often fuels a preference for homegrown products, which means UK brands may struggle to maintain or grow their presence in the American market.
To resonate with US audiences, brands should prioritise building authentic relationships. A powerful way to achieve this is by partnering with American influencers who already have the trust and attention of your target consumers. By aligning with the right voices, UK brands can show they understand the unique needs of US customers while staying true to their core identity.
Digital marketing is another invaluable tool in this landscape. Its flexibility allows for rapid testing, learning, and scaling, giving brands the ability to refine their messaging in near real-time. By leveraging data-driven insights, marketers can uncover new opportunities and adapt strategies quickly to meet changing demands.
What UK marketers should take away
While Trump’s policies present challenges, they also create opportunities for brands that are prepared to pivot. Moving forward, Brandnation recommends focusing your efforts on:
- Influencer marketing: Collaborate with American influencers to establish local relevance and build trust.
- Integrated agencies: Streamline marketing efforts through a single agency to save costs and drive efficiencies.
- Creative communications: Develop compelling campaigns that align with US consumer values while telling your brand’s unique story.
- Digital marketing: Use data-driven strategies to adapt quickly and scale effectively.
The International Monetary Fund (IMF) has slightly improved its UK growth forecast, but risks tied to Trump’s economic plans remain. In times of uncertainty, the brands that prove the most adaptable will thrive.
