US CEOs have been largely silent about President Donald Trump’s trade policies, fearing backlash from the White House. However, with the trade war raging on and no US company appearing to have secured immunity, brands are missing out on an opportunity to push back against the administration’s defiance of democratic norms.
A recent dustup over Amazon’s pricing strategy illustrates this point. The Trump White House reacted strongly to a report about Amazon planning to display tariffs next to product prices, with press secretary Karoline Leavitt calling it a “hostile and political act.” However, Amazon denied ever considering the plan, leading to a personal call from Trump to founder Jeff Bezos.
The incident highlights how sensitive the White House has become to signs of dissent in Corporate America. While some CEOs have cozied up to Trump, others are starting to take notice of the damage his policies are causing. According to Professor Scott Galloway, “the Trump army is divided, and it’s got more bark than bite, snapping at every dog in the park.”
Galloway argues that with Trump’s approval ratings in the gutter, there is an opportunity for a major household brand to resist the administration’s policies and reap significant benefits. He cites Harvard as an example of a university that has proactively resisted Trump’s attempts to limit free speech on campus.
As Trump’s policies continue to alienate Americans and damage the global economy, it remains to be seen whether corporate leaders will take a stand. With the White House’s power dwindling, it may be time for CEOs to recalibrate their appetite for risk and challenge the status quo.
Source: https://edition.cnn.com/2025/04/30/business/trumps-ceos-resistance-nightcap/index.html