With the recent US election results, our world is once again at a crossroads, and the role of communication professionals feels more crucial—and more complex—than ever. For those of us working in DEI, corporate responsibility, social impact, and beyond, the renewed polarization of our societies presents both challenges and an opportunity for introspection.
How do we engage with a divided audience? How can we make our messages resonate in ways that unite rather than divide? And perhaps most importantly, what is our place as communication professionals in this shifting world?
Donald Trump’s return to power reveals deep-seated issues in how communication often plays out. In the past, many of us have leaned on strategies built around assumed common values: inclusivity, progress, and empathy. But if the 2024 election shows us anything, it’s that there’s no single set of shared values that applies universally. As communicators, we need to ask ourselves hard questions about our own assumptions and biases. Are we listening to our audiences across the political and socio-economic spectrum? Or are we unintentionally reinforcing echo chambers?
This moment calls for an expanded approach to communication, one that embraces complexity and acknowledges differing values, beliefs, and realities without compromising on empathy or truth.
Moving beyong “Us vs. Them”
For communication to be truly inclusive, it cannot fall into the trap of “us vs. them” thinking. Trump’s win demonstrates the persistence of this divide, with many groups feeling left out of mainstream narratives. As communicators, it’s easy to fall into our own echo chambers, speaking only to those who share our values. But meaningful change doesn’t happen in silos.
1. Embrace empathetic listening
Now more than ever, our role requires us to listen deeply. This means not only engaging with those who align with our values but also understanding the perspectives of those who might feel alienated by them. What are the real needs, fears, and aspirations of people outside our usual audience? Empathetic listening can help us find common ground, craft messages that resonate more universally, and bridge divides that seem insurmountable.
2. Communicate in ways that build trust
One of the central challenges in today’s communication landscape is rebuilding trust. Trump’s re-election reveals that a sizable portion of society feels distrustful of traditional media and “elite” voices. To move beyond polarization, we must prioritize transparency, accessibility, and authenticity in our messaging. By being straightforward, avoiding jargon, and addressing topics that matter to our audiences, we can begin to mend some of the divides that drive mistrust.
3. Diversify stories and strategies
Communication has often leaned on familiar narratives and methods, but in this new landscape, we need to expand our toolkit. This means creating more diverse stories that include different socio-economic, regional, and ideological backgrounds. It also means questioning traditional assumptions about what “good” communication looks like. Sometimes, “good” communication may not mean polished campaigns but raw, real conversations that challenge norms and embrace the messiness of human connection.
Communication in a post-Trump era
The impact of Trump’s presidency is a reflection of cultural, economic, and psychological divides that communicators can’t afford to ignore. Our work now requires that we be translators between worlds, bridging conversations across the divides that are shaping the future. Here are some key steps to consider:
1. Inclusive communication beyond buzzwords
If we want to reach a broader audience, we must communicate DEI in ways that are practical, relatable, and relevant to everyday lives. This means reducing reliance on jargon and focusing instead on universal values: respect, fairness, and opportunity. We need to position DEI not as a niche agenda but as a shared endeavor that anyone can see themselves in, regardless of their background.
2. Be proactive about media literacy
In an era of misinformation and distrust, communication professionals can play a role in promoting media literacy. This doesn’t mean telling people what to believe; rather, it involves providing tools and context so audiences can navigate complex information and form their own opinions. By promoting a more informed public, we contribute to a stronger foundation for constructive discourse.
3. Lead with courage and humility
Moving beyond Trump’s divisive influence requires courage—the courage to speak openly about tough issues and the humility to acknowledge our own limitations. As communicators, we don’t have all the answers, but we can create spaces for dialogue that foster mutual understanding and respect. Leading with this combination of courage and humility allows us to connect in ways that humanize our work and open doors to collaboration, even in challenging times.
In other words
In this polarized era, communication professionals are at a pivotal point. Our work has the power to bridge divides, rebuild trust, and foster a more connected society. But to achieve this, we must step outside our comfort zones, broaden our narratives, and embrace the diversity of perspectives that make up our world. As we reflect on our role in a post-Trump II landscape, let’s commit to creating communication that unites, empowers, and respects all voices. This is our place—and our challenge—in a changing world.
