Those of us protesting the Trump Administration and ICE’s military takeover of our cities have been called everything from “snowflakes” to “lunatics.” We’re “libtards,” “radical scum,” and “domestic terrorists.” Predictably, his cabinet minions take a sexist turn, calling us “wine moms;” the men who stand proudly with women who protest are “soft.”
One name they are leaving out? Strategic marketers.
On the opening day of the legislative session, when State Rep. Cara Pavalock-D’Amato (R-Bristol) tried (once again) to advertise her GOP “brand” by wearing a sweatshirt saying “ICE IN,” it landed with a resounding thud. A few of Pavalock-D’Amato’s colleagues looked on desultorily when she turned her back on Gov. Ned Lamont because he said ICE was not wanted here in Connecticut. (Her antics brought a rebuke from Speaker of the House Matt Ritter, who, true to his parliamentary nature, went on to admonish the Democrats who cheered him. Imagine if a Republican were leading the House in this moment, when not one Connecticut Republican has had the guts to call Trump on his bizarre tirades and lawlessness. Hard to imagine any of them shushing their own caucus.)
But back to marketing that actually works. Across this country, protesters are strategically beating Trump at his own game. We are the Mad Men moving in on the turf of the madmen ruining our nation with their vastly inferior products of authoritarianism and lawlessness.
The Trump Administration has proven, time and again, that it is transactional. And since Trump cares about “the art of the deal” more than the art of governing, we are prepared to outsell him. How are we increasing our market share? The same way advertisers working within the capitalist system have always done it:
1) We have a superior product: democracy, equality and the rule of law.
2) We are undercutting the competition. Lawsuits, chaos and destruction are expensive and consumers are tired of footing the bill. Our product is free and available to everyone.
3) We have tested our product with a focus group. Citizens (consumers) everywhere have proven they want peace in our streets. They are willing to suffer for it. And those who die for it are honored in ways none of Trump’s cryptocurrency could ever buy.
4) We have great messaging. Our product is conveyed through song, joyful gatherings, clever slogans, homemade signs, and spontaneous, widespread endorsement rallies.
5) We are getting, in the lingo of the advertising world, heaps of free “earned media” because the consumer is publicizing our product on social media platforms.
6) We’ve lined up celebrity endorsements without having to pay or bribe anyone. All the cool celebrities are on our side: basketball stars Tyrese Halliburton, Steph Curry and LeBron James; actors Meryl Streep, Don Cheadle and Robert De Niro; rock superstar Bruce Springsteen, more than 600 authors including Stephen King and Amy Tan; and too many comedians and late-night hosts to name. While Trump has, let’s see…domestic abuser Mel Gibson, retired hockey player Wayne Gretzky, and country rapper (whatever that is) Kid Rock.
Where’s the proof our product is selling? Current events have become so outrageous, and are being met with such relentless bravery on the part of ordinary Americans, that the desire for change is getting through to “normal” people; people who do not burn with the desire to express outrage. Now that two white people have been shot dead, folks who too easily turn a blind eye when police kill innocent Black and brown people can no longer deny law enforcement abuses.
Everyone is considering the peace product: older Americans who did not protest the Vietnam War or march with the United Farmworkers are starting to pay attention; young folks born long after the Civil Rights Movement, and anyone still not sure Black Lives Matter; straight people who thought their heterosexuality gave them a pass on marriage equality and LGBTQ rights; men who couldn’t care less about pay equity or reproductive healthcare. Even climate change deniers who aren’t worried about the planet’s future are now sitting up and saying: “Enough!”
And as a result, even this soulless administration has to face the hard facts of popular sentiment. The Trump cabinet of morally rudderless opportunists are starting to realize their product has been marked down and is stinking up the shelves.
For example: TIME recently reported that a YouGov poll shows public sentiment changed dramatically after the killing of Alex Pretti and the resulting protests. I’m not sure who Pavalock-Damato is appealing to, but more Americans now want to abolish ICE than support it.
And unease is growing nationally among Republicans, as a few GOP members of Congress are finally speaking out. That same poll showed 19% of Republicans “somewhat or strongly support” abolishing ICE, an increase from 12% before the shooting of Alex Pretti and Renee Good.
Border Patrol Chief Dan Bovino is out, a high-level shake-up that may indicate an administrative “Hail Mary” pass.
The troops are withdrawing from Minnesota. After more than 50,000 Minnesotans protested in -9 degree weather, Trump decided to pull out as many as 2,000 of the masked ICE agents.
And finally, anti-Trump sentiment is rippling through the marketplace. Target’s stock value fell 24% after it abandoned its commitment to diversity, equity and inclusion at Trump’s behest, while Costco, a company that proudly doubled down on DEI, is booming.
Do we still have a long way to go? Absolutely. But we must remember history. The Montgomery Bus Boycott took over a year — 381 days, to be exact. More than 40,000 African-Americans held their ground — walking, biking and carpooling to protest segregated buses. Montgomery City Lines, a privately-owned company run buy James Bagley, didn’t change its policies out of the goodness of its heart. It was only when their earnings fell by 69 percent that they changed their business practice. The boycott was called off on Dec. 20, 1956, one day after the Supreme Court told Montgomery city officials the racist practice was over.
Thirteen months is a long time to walk to work. Just as protesting in the harsh sub-zero Minnesota winter takes great strength. But that’s true of every protest, hunger strike, boycott, walk-out, sit-in, and act of civil disobedience. Change takes time, and courage, and strategy. We’re getting there.
Christine Palm, a former Connecticut State Representative, is founder of The Active Voice, a leadership development program for young environmentalists.