"A Very Bad Silent Coup"

The Silent Coup and the Rise of Very Bad People: How Tariffs and U.S. Political Chaos Are Affecting Canada’s Advertising Industry

The world is uneasy. You think? We’ve reached a point where the systems we once trusted to maintain order and stability are no longer working. In Canada, we were once watching from the sidelines and now we are being pulled into the mix as the political landscape south of the border grows more chaotic, and we’re starting to feel the consequences. The effects of the U.S. administration’s erratic policies, particularly the tariffs and trade wars, are reaching far beyond American borders—and Canada is being forced to reckon with them. As global systems shift and crack, it’s becoming increasingly clear that industries and individuals can no longer afford to ignore the bigger picture. Over the last year I've had two books that has stuck with me and is now making me revisit them.

Very Bad People by Patrick Alley and Silent Coup by Claire Provost and Matt Kennard

Silent Coup by Claire Provost and Matt Kennard and Very Bad People by Patrick Alley—offer a look into how systems of power are being quietly manipulated, exposing a disturbing trend of complacency that has allowed the status quo to flourish. The authors don’t just observe this phenomenon; they take action to expose and correct it. They refuse to sit back, even when the systems they are up against seem insurmountable. This message resonated deeply with me, especially as I reflect on the complacency in my own industry—the advertising world—and how it has allowed external forces, like political maneuvers and economic shifts, to dictate its direction.

The Quiet Coup: When Power is Rewritten Across Borders

In Silent Coup, the authors argue that power is no longer seized through military force or violent upheavals. It’s taken quietly, with the manipulation of legal and economic systems. The coup happens when elites subtly reshape the rules of governance to benefit their interests at the expense of democracy. We’ve seen this play out in the U.S. with decisions like Citizens United, which unleashed corporate influence in politics, but it’s also happening globally, including in Canada.

Take the current tariff situation. The U.S. has imposed tariffs on Canadian goods, and while the political rhetoric often focuses on these issues as part of “America First” policies, the reality is far more complex. Canada finds itself being dragged into trade wars that hurt its economy, all because of decisions made by a neighboring country with far more economic power. These tariffs don’t just affect farmers or manufacturers—they have a ripple effect that impacts almost every sector, including advertising. When businesses are forced to navigate higher costs and less favorable trade terms, the financial strain is felt across the entire supply chain. In advertising, we’re seeing that the money flows aren’t as predictable as they once were. Agencies that once had direct relationships with clients are now caught between shifting trade policies, tariffs, and the global financial instability that follows. Much like the silent coups that Silent Coup exposes, this power shift is happening without much public outcry or recognition. The consequences are far-reaching, but they aren’t always obvious until they affect your agency, your sales goal or your client.

Complacency in Advertising: Power is Taken, Not Given

In the advertising world, much like in the political sphere, complacency has allowed external forces to dictate the narrative. For years, Canadian agencies have been beholden to large holding companies, many of which no longer even operate in Canada. These global companies have made decisions about where and how to distribute ad dollars, leaving Canadian agencies with little to no power over the strategic direction of their work. The result is a system where advertising has become less about creativity and more about pushing corporate agendas—often serving multinational interests that don’t align with the needs or values of Canadian consumers. This has been the silent coup within the advertising world. Only the individuals within this world know but no one has openly come out and held anyone accountable. Quietly allowing it to happen.

Now, with rising tariffs and political instability, the complacency that once defined the industry is beginning to shift. Canadian agencies are being forced to reconsider their role and how they’re impacted by larger geopolitical forces. The U.S. is no longer just an external force that affects Canadian trade; its political decisions are reshaping industries across the continent. Advertising agencies, many of which once had little power over distribution decisions in media, are now feeling the strain of this larger, global shift. But while this is a wake-up call, it’s also an opportunity for Canadian agencies to stand up, take back control, and advocate for a more sustainable and equitable future for our industry.

A Call to Action: Responding to the Tariff Crisis with Purpose

Both Silent Coup and Very Bad People emphasize the importance of action. They show that when systems are broken, it’s not enough to sit back and hope for change. The authors take bold steps to expose corruption, fight for justice, and demand accountability. Similarly, in Canada, the advertising industry has an opportunity to respond to the larger crises of tariffs, trade wars, and political instability by pushing for change within their own sector.

This isn’t just about weathering the storm; it’s about taking back control of the narrative. Ironically anyone within the advertising industry uses narratives to win business.

We must start asking hard questions about whose interests it’s really serving. Is it truly about the brands, or is it about empowering multinational corporations that contribute to global economic imbalances? In Canada, we need to focus on how we can use our industry to push back against these larger, destabilizing forces, whether they’re tariffs, political dysfunction, or corporate greed.

What’s clear is that the complacency we’ve seen in politics and advertising cannot continue. The larger geopolitical shifts, particularly the current U.S. tariff situation, are forcing industries to face uncomfortable realities. The question is: will we continue to allow these outside forces to dictate our futures, or will we take action before it’s too late?