Brands are now welcoming conservative creators they previously ignored. This shift in focus is causing progressives in a zero-sum market to miss out. As the second year of Trump’s second term begins, experts at SXSW 2026 note that mainstream brands are increasingly comfortable working with conservative creators and are shifting ad dollars to apolitical influencers. Business Insider reported that big advertisers are embracing right-wing media like Fox News and The Daily Wire, fearing that avoiding conservative platforms could risk their brands. Similarly, in the creator economy, where advertisers spent an estimated $37 billion in 2025, there is a growing comfort with conservative creators. Some experts argue that five years ago, brands faced backlash for not showing support during Pride Month, but now, brands are less concerned about political affiliations when choosing which creators to work with.
Conservative media hosts numerous right-wing creators who historically aligned with conservative brands but are now appealing to mainstream brands as well. This change has led to progressive creators losing potential income they previously relied on. Many creators rely heavily on brand deals for income, and those who openly support LGBTQ+ rights or climate change face challenges in securing partnerships. For creators who find it difficult to work with brands due to their beliefs, it is advised to explore content in other areas to find formats brands can engage with. Though being outspoken can hinder deal opportunities, there are hard lines brands avoid crossing, such as extreme opinions. Despite the current trend favoring conservative and apolitical creators, there is always potential for trends to swing back.