Trump’s election: What it means for purpose-driven leadership
Lewis Iwu, Founding Partner, Purpose Union
"Only when it's dark enough can you see the stars," remarked Vice President Kamala Harris during her concession speech. Her words aimed not only to ensure a peaceful transfer of power but also to offer guidance and hope to those feeling despondent at the election of former President Donald Trump.
This moment has prompted concerns globally. Those working to keep global temperatures down to 1.5 degrees worry about the target's viability. Campaigners for reproductive rights are grappling with state restrictions' health consequences. Businesses striving for diverse, equitable, and inclusive workplaces fear new challenges ahead.
These concerns are valid, but as we reflect on the US election, what lessons can businesses and non-profits draw to continue driving social and environmental progress?
Why Purpose Still Matters
The fundamentals of purpose-led business remain strong. Our Purpose Pulse 2024 highlights that 53% of Gen Z and Millennials expect companies to do more on social issues - a significant rise from 39% in 2021. These generations are over twice as likely to recommend their employer if the company takes tangible social or environmental action (66% vs. 27%).
In particular, 62% say promoting diversity and inclusion is vital for building trust, while 57% emphasise setting race and gender diversity targets when considering an employer.
The message is clear: consumers, employees, and voters expect businesses to play a meaningful role in societal progress. The reputational capital built by doing so is immense and should remain a priority amidst the noise.
Reaching New Audiences: A Challenge and Opportunity
Progressive advocates must rethink how they engage younger men. In the 2024 election, Trump won 18–29-year-old men by 14 points. Similar patterns are seen in Germany with the AfD and the UK with Reform.
Our Purpose Pulse reveals that younger women are 10 points more likely than men to trust businesses that champion DEI. Arguments for social justice are not resonating with some young men, and the channels used to reach them are often ineffective.
Rather than retreating from equity-based policies or identity conversations, success will require better persuasion. Understanding the stories, framing, and messengers that resonate with these audiences is crucial for businesses and charities alike.
The Power of Delivery: Winning Hearts and Minds
The delivery of progressive messages is as vital as their content. Over the years, I’ve used Trump’s speeches to teach public speaking. While far from the best speaker of our time, his style - direct, vivid, and entertaining - captures attention in a noisy world.
In an era of heightened debate, leaders must simplify complex ideas and tell compelling personal stories. Whether advocating for trans-inclusive policies or ambitious net-zero targets, leaders must be ready to engage effectively.
The rise of figures like Kemi Badenoch in the UK and far-right movements across Europe underscores the need for organisations to be prepared for challenging debates about justice and inclusion.
Strategic Responses in a Polarised World
The next four years will likely bring numerous flashpoints - mass deportations, climate treaty withdrawals, or civil rights restrictions. Organisations must anticipate increasing pressure to take a stand or show solidarity.
At Purpose Union, we advocate for a proactive approach to issue engagement. Instead of reacting ad hoc, organisations should use a strategic framework to guide responses. Transparency in decision-making can help mitigate backlash, even if stakeholders disagree with the ultimate decision.
Navigating the Road Ahead
The road to meaningful social and environmental impact was never straightforward. The election of Trump complicates this further, adding volatility and uncertainty.
However, organisations that build broad coalitions, engage disaffected groups, craft effective arguments, and respond strategically are more likely to succeed. Delivering tangible economic progress for communities will also be essential.
For insights on driving social impact, contact me at lewis.iwu@purposeunion.com.
Learn more about our STAND framework for issue engagement here.