Second Floor Advisors is a left-of-center strategic advisory, corporate communications, and public relations firm founded in June 2023 by Biden administration alumni Alex Yudelson and Thomas Isen in response to conservative boycotts of Target Corporation and Anheuser-Busch for embracing controversial LGBT-related causes, issues, and products in 2023. ¹

The organization supports the left-of-center concept of social impact and operates with the expressed purpose of supporting companies take a left-of-center position on social issues. ²

History and Leadership

Second Floor Advisors was founded in June 2023 by Biden administration alumni Alex Yudelson and Thomas Isen, partially in response to conservative boycotts of Target Corporation and Anheuser-Busch for embracing controversial LGBT causes, issues, and products in 2023. ³

Prior to forming Second Floor Advisors, Yudelson was the executive secretary to former Biden administration Domestic Policy Council Director Susan Rice. In this role, Yudelson focused on issues including the critical race theory-influenced concept of racial justice, criminal justice leniency policies, LGBT interests, student loan cancellation, and immigration policy. From August 2014 until January 2017, he was a policy advisor on sports issues in the Obama administration. ⁴

Isen was the senior advisor to Biden administration Cabinet Secretary Evan Ryan ⁵ and worked as a chief of staff to the senior advisor of the Biden-Harris Transition Team. ⁶

Activities

Second Floor Advisors is a left-of-center strategic advisory, corporate communications, and public relations firm founded by Biden administration alumni. The group organization operates with the expressed purpose of supporting companies that take a left-of-center position on socially liberal issues without fear of conservative backlash on these issues. ⁷

Second Floor Advisors expresses the view that companies, customers, employees, and fans are looking for actual social-liberal activism, not just performative support for social-liberal causes. To do this, the organization has identified itself as a full-service impact engagement and strategic communications firm that aims to help companies leverage their platforms to advocate for left-of-center policy and political issues. ⁸

As a part of this approach, Yudelson and Isen strive to support their clients as they advocate for left-of-center public policy and political positions. Both Yudelson and Isen support the left-of-center concept of active social impact and see supporting left-of-center advocacy at the behest of employees and others as financially lucrative for corporate enterprise. Their approach includes having celebrities and products use a social platform to speak out on potentially divisive social and political issues. ⁹

The firm uses the concept of social impact to focus on building platforms, crisis management structures, communication strategy, and thought leadership. ¹⁰

As of June 2023, Second Floor Advisors is advising a National Football League (NFL) team how to address gun crime-related issues in a manner to potentially avoid alienating its fans. It is also working with luxury fashion label Tory Burch to discuss gun violence and the concept of a gender pay gap in the fashion industry. ¹¹ Other Second Floor Advisors clients include businesses, sports teams and athletes, and public figures. ¹²

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2. Daniel Lippman, Eli Stokols, and Lauren Egan. “The woke wars, engaged.” Politico. June 13, 2023. Accessed June 25, 2023. https://www.politico.com/newsletters/west-wing-playbook/2023/06/13/the-woke-wars-engaged-00101784.
3. Daniel Lippman, Eli Stokols, and Lauren Egan. “The woke wars, engaged.” Politico. June 13, 2023. Accessed June 25, 2023. https://www.politico.com/newsletters/west-wing-playbook/2023/06/13/the-woke-wars-engaged-00101784
4. “Alex Yudelson.” LinkedIn Profile. Accessed June 25, 2023. https://www.linkedin.com/in/alex-yudelson-1a34927b/.
5. Daniel Lippman, Eli Stokols, and Lauren Egan. “The woke wars, engaged.” Politico. June 13, 2023. Accessed June 25, 2023. https://www.politico.com/newsletters/west-wing-playbook/2023/06/13/the-woke-wars-engaged-00101784.
6. “Thomas Isen Experience.” LinkedIn Profile. Accessed June 25, 2023. https://www.linkedin.com/in/thomas-isen-a35020232/details/experience/.
7. Daniel Lippman, Eli Stokols, and Lauren Egan. “The woke wars, engaged.” Politico. June 13, 2023. Accessed June 25, 2023. https://www.politico.com/newsletters/west-wing-playbook/2023/06/13/the-woke-wars-engaged-00101784.
8.  “Former Biden White House Advisors Launch Strategic Communications and Social Impact Firm.” WSAZ NewsChannel 3. June 22, 2023. Accessed June 25, 2023. https://www.wsaz.com/prnewswire/2023/06/22/former-biden-white-house-advisors-launch-strategic-communications-social-impact-firm/?outputType=amp.
9. “Former Biden White House Advisors Launch Strategic Communications and Social Impact Firm.” WSAZ NewsChannel 3. June 22, 2023. Accessed June 25, 2023. https://www.wsaz.com/prnewswire/2023/06/22/former-biden-white-house-advisors-launch-strategic-communications-social-impact-firm/?outputType=amp.
10. Daniel Lippman, Eli Stokols, and Lauren Egan. “The woke wars, engaged.” Politico. June 13, 2023. Accessed June 25, 2023. https://www.politico.com/newsletters/west-wing-playbook/2023/06/13/the-woke-wars-engaged-00101784.
11. Daniel Lippman, Eli Stokols, and Lauren Egan. “The woke wars, engaged.” Politico. June 13, 2023. Accessed June 25, 2023. https://www.politico.com/newsletters/west-wing-playbook/2023/06/13/the-woke-wars-engaged-00101784.
12. “Who We Are.” Second Floor Advisors. Accessed June 25, 2023. https://www.secondflooradvisors.com/#who-we-are.