President Trump is kicking off his foreign policy agenda by renewing ties with one of America’s closest allies, Great Britain. The President said he considers the connection between the two countries to be “one of the great bonds” and says the US, “…pledges our lasting support to this most special relationship… Together, America and the United Kingdom are a beacon for prosperity and the rule of law.”
Trump’s quick invitation to Prime Minister Theresa May was greeted with positive comments on both sides of the Atlantic. May, for her part, was also positive. The newly-installed leader of a Brexit-charged Britain said there was much she and Mr. Trump agreed on, and she looked on the talks as “a significant moment to build our relationship…”
Things were supposed to go somewhat differently. President Trump was supposed to meet with Mexican President Enrique Pena Nieto, but the latter abruptly called off his own scheduled visit to DC after yet another public fight about which country would be paying for Mr. Trump’s proposed border wall.
For brands in each country – the US, Britain, and Mexico – the new political landscape will require a shift in mentality and approach with regard to both business protocols and consumer PR. The mood in all three countries has shifted, both as evidence of and as a result of the recent votes in Britain and the United States.
As cozy as Trump’s relationship appears to be with May, the connection with Mexico, especially where trade is concerned, has become that much more strained. Mr. Trump is moving closer to Britain while also proposing high tariffs as a tax on Mexican imports. Companies that operate in any or all of these companies will have to deal with whatever comes of both shifts.
Meanwhile, consumers are wearing the politics on their sleeves like never before. A company that makes a decision for the bottom line might be considered to be making a political statement simply for changing something perceived to “mean” something relative to trade, which was a major plank in Trump’s campaign platform.
These days it seems, nearly everything is somehow connected to politics. Ford opts to invest more in electric and self-driving cars, and it is credited to Trump. When Ford leaders say otherwise, the statement is dissected and run through the wood chipper of the daily cable news shows. Suddenly, one of the most “American” companies on the planet is a political pawn.
Chances are they will not be the last. All retailers need to add another factor into their customer relations. That filter politically charged “speech.” It’s not what it used to be.
David Milberg is a financial analyst in NYC. He is a long-time owner of Milberg Factors, a factoring and finance company with locations in New York, California, and North Carolina.
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