‘Change,’ ‘Uncertainty,’ Taxing Communicators Post-Election

It’s been a bewildering ten days. 

As we enter the post-election period, Gravity Research convened a small group of senior executives from Fortune 500 companies to help make sense of what to expect in a second Trump administration and how companies can navigate it. 

Below is a summary of the most up-at-night concerns for leaders at the world’s largest companies:

Hot-button issues. Before the election, top executives told us they worried more about the culture wars under Trump than Harris. While it’s still early, this concern seems to be bearing out. We assess that DEI, immigration, climate change, and the “anti-Trump resistance” are the most pressing reputational issues for corporations to ready themselves for. You can read more in my conversation with PR Daily’s Allison Carter, in our “First 100 Days Playbook” on President-elect Trump, or in the overview of corporate reputational risk post-election I shared during our discussion.

‘Change,’ ‘uncertainty’: Everything is different. Executives are grappling with unclear answers on how specific policy changes will impact various industries. They’re watching closely for signals on tariffs, tax, and major societal issues, all while trying to build or deepen relationships in Trump’s world. 

Stress testing task forces and frameworks. One thing companies can do to prepare for uncertainty is make sure they have the right infrastructure in place to handle it. More executives tell us they are making sure their issues management tasks forces are properly structured and postured to quickly address social issues and flashpoints, ensuring all stakeholders' perspectives are considered and enabling companies to act swiftly if needed. They are also revisiting engagement frameworks, making sure to double down on core business considerations— business impact, company values and mission, and employee concerns—to both guide decisions on whether to engage on issues and to explain to employees why they may or may not respond. 

Supporting employees first. Most leaders have been focused on offering support and empathy to employees over the last week, while emphasizing the importance of mutual respect and acceptance of diverse views. Many executives believe they prepared their employees by proactively communicating with them throughout the election. 

Framing DEI as “good for business.” As the political climate signals potential shifts in the DEI landscape, executives are anchoring their commitment to DEI in business success, rather than broader efforts to address racial inequity – now more than ever. We at Gravity have been helping clients pinpoint specific areas of exposure in their DEI in anticipation of potential scrutiny.  

As we move through these uncertain times, the need for strategic foresight is more crucial than ever. At Gravity Research, we’re committed to helping our clients build the perspective, resilience, and agility they need to navigate these complex challenges. Together, we can prepare for what’s next. 

If you are interested in learning more about how leaders are successfully navigating reputational risks related to the evolving societal issues landscape, email my team at insights@gravityresearch.com and we'll add you to our distro.

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Luke Hartig

President, Gravity Research