In the ever-changing world of global politics, Australian businesses are facing significant changes thanks to the Trump era. It's not just the tariffs; his policies are realigning the world order as we know it. From withdrawing from international agreements like the Paris Climate Accord to addressing immigration challenges and renegotiating trade deals like NAFTA, President Trump is changing the landscape faster than many have imagined, despite having campaigned on these issues. As communication professionals, it's our job to help CEOs steer their companies through these turbulent waters with integrity and vision.
The implications for Australian businesses are multifaceted. Leaders will need to navigate the shifting economic environment caused by these policies, including increased costs and disrupted supply chains. Additionally, the uncertainty surrounding international trade relations can make long-term planning challenging.
Leaders will face the challenge of maintaining stability and confidence within their organisations while adapting to these external pressures. They will need to be proactive in their communication efforts, ensuring that their teams and stakeholders are kept informed and engaged. Moreover, leaders have the opportunity to use their influence to shape the business landscape in a way that supports growth and sustainability. The question is do we have the courage, leadership and language to step up.
Understanding the Challenges
The Trump administration's tariff policies will have a significant impact on Australian businesses. With measures such as a 10% tariff on Australian exports and higher tariffs on key trading partners like China, the ripple effects are being felt across various sectors, including beef, wine, steel and aluminium. Other sectors have been exempted, including some critical minerals and pharmaceuticals. While the broader economic impact is mitigated by the Australia-U.S. Free Trade Agreement, the indirect effects, particularly through altered trade with key partners like China, present a more substantial challenge.
Seizing the Opportunity
Despite these challenges, there is a silver lining. Changing times offer an opportunity for leaders to step up and demonstrate their commitment to their values and corporate story. This is a moment for CEOs to examine their values, ensure they have an authentic corporate story, and communicate who they are, what they stand for, and how they will remain true to their values and strategy despite the chaotic external environment. As Kouzes and Posner write in The Leadership Challenge, “Values supply you with a compass by which to navigate the course of your daily life…The clearer you are about your values, the easier it is for you and everyone else to commit to the chosen path and stay on it”.
Get Your Story Straight
More than ever Australian companies are revisiting their corporate story. Leaders that are ahead of the game have identified the critical role of getting their story straight in leading their organisation through the current challenges.
Orizontas is working with government agencies, resource and infrastructure companies that understand the critical role communication plays in this current environment and the urgent need for clarity. An authentic corporate story is one that resonates with both internal and external stakeholders. It should reflect the company's history, mission, and values, and be communicated consistently across all channels. This story serves as a foundation for all communication efforts and helps to build a strong, cohesive brand identity. Leaders should take this opportunity to revisit their corporate story and ensure it actually articulates their current values and strategic goals.
Proactive Strategies for Policy Influence
Engaging directly with policymakers, contributing to trade and industry associations, and fostering strategic relationships can provide critical pathways for leaders to protect their organisations' interests while addressing systemic challenges. This proactive approach goes beyond self-preservation—it’s about aligning business strategies with societal progress to ensure long-term impact and trust.
At the heart of this engagement lies the power of collaboration and values-driven advocacy. CEOs who champion transparency and build coalitions across sectors can significantly influence decisions that impact their industry and community. Advocacy in areas such as fair trade, innovation, and sustainability ensures that leaders are not just navigating the rules but helping to define them. Proactive policy engagement serves as an essential component of modern leadership—where silence is no longer an option, and visible commitment to thoughtful, strategic action is a necessity.
Conclusion
The Trump era has undeniably reshaped the global business landscape, presenting Australian CEOs with both formidable challenges and transformative opportunities. These turbulent times call for leaders to rise above the chaos, reaffirm their values, and articulate a compelling corporate story that resonates with stakeholders. By embracing values-based communication, crafting narratives that reflect authenticity, and proactively engaging in policy discussions, CEOs can steer their organisations with clarity and conviction. This is more than a moment of survival—it's a chance to lead with purpose and inspire confidence across the business community. In doing so, leaders not only fortify their own organisations but also contribute to the collective resilience and progress of Australian industries in an unpredictable world.
Vanessa Liell is a communications strategist and co-founder of corporate advisory Orizontas and creative agency Rethink Everything. She is a Fellow of Communications and Public Relations Australia, a member of Chief Executive Women and UNSW Media Industry Advisory Board and a sessional academic at the University of Technology Sydney’s School of Communications.