In corporate boardrooms and on the sidelines of industry conferences, marketers are considering how best to respond to President Donald Trump’s tariffs. It’s become the key question facing them this year.
Marketers’ collective wisdom, gleaned from past recessions, pandemics and near misses, will tell them that advertisers that stick with their message — and continue to invest in their brand — are able to reap the benefits when the crunch eases. Market volatility rarely lasts long, after all.
Some advertisers, from B2B brands like PwC to automakers such as Hyundai, are holding the line and pushing ahead with marketing activity. Others, like low-cost Chinese clothing brands, are clearly pulling back.
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