Be Best, Better: My Hope for the Next Trump Presidency

Donald Trump has secured a strong mandate in the United States, a result that many in Canada are watching with a mix of concern and curiosity. While it’s not the outcome many had hoped for—on either side of the border—it’s a reality we must navigate. I am trying hard to hope for the best while preparing for what may come.

The U.S. presidency carries enormous weight globally, and Canada feels that weight acutely. With our shared border, deep economic ties and longstanding partnership, the actions of any U.S. president ripple through Canadian industries, communities and households. A strong, stable relationship between our nations is vital to our mutual prosperity, but Trump’s rhetoric and actions have already caused disruption. Read on to learn how we, as communicators, can help Canadian organizations navigate these challenges, uphold our values and build resilience in uncertain times.

Canada’s Stake in U.S. Leadership

Canada’s trade with the United States represents nearly 75% of our total exports. Policies like tariffs or shifts in trade agreements don’t just affect businesses—they affect families, workers and entire communities. During Trump’s last presidency, we saw the imposition of aluminum and steel tariffs, which sparked a trade dispute that left Canadian manufacturers scrambling. Will history repeat itself?

It’s not just about trade, either. Canada relies on the United States as a key ally in addressing global security issues, climate change and humanitarian crises. A U.S. president who strengthens this partnership and shows respect for our shared interests could be an incredible force for good. But a president who prioritizes division and unilateral action could cause strain that takes years to repair.

Already, there are signs of tension. Trump’s campaign and early statements have pointed toward a renewed focus on “America First,” a stance that often sidelines international collaboration in favour of domestic populism. For Canada, that could mean renewed chaos—tariffs, renegotiations of agreements like USMCA and perhaps even more unpredictability in the months to come.

Cultural Impacts Beyond Policy

The influence of the U.S. presidency extends far beyond trade and geopolitics. America’s cultural reach often shapes discussions around values like diversity, equity and inclusion (DEI), sustainability and even common decency. What happens in the Oval Office can set a tone that echoes around the world, influencing what we see in media, how organizations prioritise their goals and the societal values that rise—or fall—to the forefront.

Canada has always taken pride in its values of inclusivity, fairness and a commitment to global cooperation. I hope that Trump’s leadership doesn’t create an environment where these values are eroded, or where Canadian organizations feel pressured to follow suit with policies or practices that are out of alignment with our national character. While our two nations often influence one another, I believe it’s important for Canada to remain steadfast in its principles and lead by example in maintaining them.

Hope Amid Uncertainty

Still, I hope. I hope that this mandate becomes an opportunity to set a good example. I hope Trump uses his position to:

• Strengthen relationships with allies like Canada

• Address global challenges including climate change and security issues with resolve and responsibility

• Lead by example, fostering stability and cooperation rather than division

The Role of Canadian Communicators

From a communications and marketing perspective, Canadians in this field will have a significant role to play. Disruptions in trade and policy can create confusion, fear and misinformation. Businesses, governments and organizations will need clear, impactful messaging to help Canadians understand and adapt to these changes.

For communications professionals, the challenge will be twofold: responding to immediate crises while building strategies that foster resilience. We’ll need to support Canadian businesses navigating new tariffs, reassure stakeholders and address the broader uncertainties that arise when U.S. policy shifts suddenly.

At the same time, we will need to champion and uphold Canadian values like inclusivity, fairness and sustainability. As communicators, we have an opportunity to amplify these values in the messages we craft and the strategies we implement. Whether it’s highlighting Canada’s commitment to equity or reinforcing our role as a collaborative global partner, it will be up to us to ensure these principles remain central in how we communicate and represent our nation on the world stage.

By staying true to these values, we not only serve our clients and stakeholders but also help preserve what makes Canada unique in an increasingly uncertain and interconnected world.

Verdict: Holding (New to the blog? My tomatometer is explained here.)

Donald Trump’s presidency is akin to an airliner dealing with an emergency that’s lost communication. There are erratic behaviours, difficult for air traffic control to understand, with decisions sometimes aligning with policies and procedures and at other times veering completely off course. With little to no communication from the cockpit, air traffic controllers—and the rest of us—don’t really know if the plane will land safely or why certain choices are being made.

As a Canadian, we’re left watching and waiting. The situation is fluid, uncertain and fraught with potential risks. For now, we are in a holding pattern, monitoring developments and hoping for a safe landing.

As a communicator, I see the road ahead as both challenging and critical. The uncertainty that this presidency brings creates a heightened need for clarity and trust in messaging. Whether it’s businesses adapting to trade disruptions, organizations navigating cultural shifts or governments preparing for geopolitical fallout, communication will play a vital role in steering stakeholders through the turbulence.

We’ll need to be ready to:

• Provide clear, factual information that combats misinformation and fear

• Reassure audiences by framing uncertainty with messages of resilience and preparedness

• Adapt messaging strategies to align with a rapidly changing global landscape

• Ensure Canadian values like inclusivity, collaboration and sustainability remain at the forefront

Our role as communicators will be to find opportunity amid chaos, ensuring that businesses, communities and individuals remain informed, engaged and empowered. While we may not be able to control the decisions coming from the U.S., we can control how we respond—and that response will make all the difference.

Will the next four years be about doing good and strengthening relationships—or cleaning up messes and responding to chaos? Only time will tell.

For now, we wait, we watch and we hold.

Let’s Navigate the Future Together

Are you concerned about Trump’s impact on your business or organization? Whether it’s responding to trade disruptions, navigating cultural shifts, or staying ahead in uncertain times, you need strategy, focus and results that deliver. Let’s work together to craft communications that cut through the noise, uphold your values and position your organization for success. Reach out today to start building a plan that works for you.

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