As President Trump embarks on his second term with a Republican-controlled Congress—a political trifecta—his recent cabinet appointments, comprising conservative figures with histories of advocating for “traditional” family roles and skepticism toward gender equality initiatives, signal a potential shift toward more extreme policies.
The nomination of Matt Gaetz as Attorney General and Pete Hegseth as Secretary of Defense, despite their controversial histories, alongside Tulsi Gabbard as Director of National Intelligence, whose past statements on gender and marriage equality have sparked debate, suggests a move toward hardline stances on issues including abortion rights, LGBTQ+ protections, and the potential weakening of workplace protections for minorities.
Elon Musk’s appointment as head of the Department for Government Efficiency (DOGE), despite allegations of hostile work environments and sexual harassment within his companies, adds to the apprehension. Musk’s controversial positions on social issues and workplace practices may shape this administration’s policies, prioritizing efficiency over inclusivity.
This evolving socio-political environment is already sparking resistance and redefining societal norms, with profound implications for gender identity, autonomy, and the role of brands in addressing these shifts. In my latest article, I explore how the next four years could reshape gender norms and what this means for fashion and beauty brands navigating the terrain.
Emerging Signals of Resistance
In response to these shifts, various forms of resistance highlight a push for autonomy and self-determination among those disillusioned by the administration:
- The 4B Movement: Originating in South Korea, the 4B Movement has gained traction in the U.S., promoting a life for women without dating, marriage, sex, or childbirth. It positions autonomy as defiance against patriarchal societal pressures.
- Blue Friendship Bracelets: Worn by some women as a daily form of resistance, these bracelets are a subtle protest against Trump’s values and policies, similar to the pink pussy hats of 2017.
- Crisis Hotline Calls from Transgender Youth: Crisis hotlines report increased calls from transgender youth fearing rollbacks on gender-affirming healthcare and other rights, pointing to rising anxiety among marginalized groups.
- Misogynistic Rhetoric: The Institute for Strategic Dialogue has documented a spike in anti-feminist slogans like “Your body, my choice” on social media. Such language, often used to target public figures like Kamala Harris and Rachel Maddow of MSNBC, reflects a growing hostility toward progressive women.
These signals indicate a society increasingly divided, with individuals and groups expressing values through symbols and actions.
Implications for Gender Identity and Role Definitions
This administration’s conservative agenda, coupled with signals of resistance, suggests a redefinition of gender norms and identities:
- Strengthening of Individuality and Rejection of Traditional Roles: Movements like 4B emphasize autonomy and self-expression over traditional roles, leading many women to redefine femininity around self-sufficiency. Men may similarly re-evaluate traditional “provider” roles, exploring emotionally open definitions of masculinity.
- Tensions in Masculinity: While conservative policies encourage traditional masculinity, progressive circles push for a model valuing empathy and introspection. This tension may redefine masculinity, with brands needing to address both perspectives.
- Gender Inclusivity as Resistance, Not Trend: Gender-neutral and non-binary products are no longer merely progressive offerings; in an environment increasingly hostile to fluid identities, they could become overt acts of defiance. Brands embracing inclusivity may position their products as acts of political choice and tools of empowerment, transforming them from mere design trends into symbols of resilience and autonomy.
Toward a Dystopian Reality: An Extreme Future Scenario
As Trump 2.0’s policies take hold, the ripple effects could lead to a future that feels eerily reminiscent of The Handmaid's Tale. In Margaret Atwood’s dystopian world, women’s rights are systematically stripped to reinforce patriarchal control, with enforced roles in a society intolerant of autonomy.
- Enforced Traditionalism: Policies could incentivize marriage and childbirth while penalizing those who remain single or childless. Public campaigns promoting “family values” might stigmatize alternative lifestyles, pressuring brands to conform or face backlash.
- Cultural Repression of Identity Expression: Expressions of gender fluidity or non-conformity could face severe backlash, forcing fashion and beauty brands to balance inclusivity with public resistance. This could lead to brands reverting to traditional imagery and limiting outlets for individual expression.
- Gender-Neutral Products as Resistance Symbols: In this environment, gender-neutral offerings could evolve from progressive trends to tools of identity assertion and resistance, with brands positioning such products as statements against regressive norms.
- Rise of Counter-Culture Movements: Extreme policies could stoke radical counter-movements. Underground fashion and beauty scenes might emerge as havens for self-expression, creating opportunities for brands willing to align with subversive ideals.
Opportunities and Challenges for Fashion and Beauty Brands
With right-wing ideologies gaining traction worldwide, the American influence might drive the entrenchment of conservative values globally, impacting brands operating internationally. Navigating this polarized environment requires brands to balance creative innovation, bold positioning, and careful strategy. Here’s how brands could adapt to evolving consumer demands and societal shifts while shaping the cultural narrative:
- Champion Individuality and Empowerment: Develop campaigns and products that emphasize personal autonomy, resilience, and self-expression. Frame gender-neutral offerings and inclusive designs as tools for empowerment, moving beyond aesthetics to represent freedom and defiance against restrictive societal norms.
- Foster Safe Spaces for Expression: Establish environments—both physical and digital—where consumers feel free to express their identities. Pop-ups, online forums, and interactive campaigns can serve as powerful platforms for dialogue and connection.
- Expand Inclusivity Across Categories: Go beyond clothing and beauty. Integrate inclusivity into broader industries, from financial services to healthcare products, signaling commitment to universal identity empowerment.
- Heightened Scrutiny and Polarization: Taking bold, progressive stances will provoke both support and backlash. Brands must prepare for intensified scrutiny and polarized reactions while maintaining authenticity.
- Navigating Performative Activism: Consumers are increasingly discerning and will reject superficial engagement. Brands must demonstrate sustained commitment to inclusivity through actions like equitable hiring, advocacy partnerships, and transparent policies.
- Balancing Risk and Reward: Progressive moves might alienate conservative audiences or incite boycotts. However, avoiding risks entirely could lead to irrelevance in a world demanding authenticity and alignment with consumer values.
Leading Through Polarization
The Trump 2.0 era signals an intensification of ideological divides that may reshape how society defines gender, identity, and autonomy. For fashion and beauty brands, this moment demands courage, clarity, and creativity.
By championing individuality, expanding inclusivity, and creating spaces for dialogue, brands can thrive in a landscape where identity is not just personal but political. In an age where The Handmaid’s Tale serves as a chilling reminder of the dangers of conformity, brands that stand firmly on the side of empowerment and diversity will not only navigate these challenges but shape the future.
