APCO Study Reveals Strategic Pathways for U.S. Businesses Amidst President Trump’s America-First Focus

Washington – January 28, 2025: A new Pulse Check survey of the U.S. American public by APCO, “Business on the Home Front: New Expectations for Corporate America in 2025,” reveals critical guidance for corporate leaders preparing to navigate President Trump’s immigration and trade agenda, Kelly Williamson, president of APCO’s North America region, announced today.  

According to the study’s results, companies face a complex mandate to balance competing public demands: curbing rising prices, supporting U.S. jobs and addressing workforce challenges. The research indicates potential reputational risks around tariffs, with two-thirds (65%) of the public expecting companies—not consumers—to absorb any cost increases. Further, the data shows a public highly divided on companies hiring undocumented workers, with sharp partisan disagreement as Republicans and rural Americans express a preference for U.S. or documented workers, even if it means unfilled positions and higher costs.  

“As companies prepare for policy shifts, our research provides crucial insights into how Americans view the intersection of prices, jobs and immigration—helping business leaders understand where they have flexibility to act and where they face greater reputational risks,“ Williamson said. 

President Trump’s America-first focus presents both challenges and opportunities for corporations. This policy direction underscores efforts to enhance the workforce’s welfare, urging businesses to adapt. The study reveals a public preference for companies supporting domestic labor while emphasizing the need to address rising prices, advocating for a balance between affordability and worker interests. 

“The rising cost of living is a key concern, and companies must integrate price sensitivity into their strategies. Our findings provide a roadmap for businesses facing these challenges,” stated Katie Sprehe, senior director at APCO Insight. 

The release of the Pulse Check report, the first release in a series by APCO, outlines key implications for strategic adaptability and growth: 

• Expectation to balance prices and support of U.S. workers.

• Opportunity to build reputation around an America-first growth story.

• Reframe workforce and labor story; communicate the challenges.

Success today requires a holistic approach — balancing domestic workforce commitments with international engagements while managing economic pressures to keep consumer prices low. 

For complete insights, access the first report in the upcoming Pulse Check Series.