Agencies Brace For Cultural Upheaval Under Second Trump Presidency

Audience complexity, deregulation, and a shift away from purpose will shape agency business

While U.S. citizens process Tuesday night's election results, brands their agencies are on the brink of a cultural shift that will impact how they speak to consumers and broach societal issues.

Alison Pepper, executive vice president, government relations and sustainability at the 4A's, added that as the U.S. continues to diversify, many Americans don't fit into easily defined categories.

"The advertising industry will need to work harder than ever to understand their consumer, whatever the product may be," she said.

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