Here are the 2025 brand winners and losers of tariffs

This story was first published by Digiday sibling Modern Retail.

Tariffs completely upended the retail industry in 2025 — and no company was left unscathed.

Last year, tariffs kicked in at their highest rate since the Great Depression, with the United States’ effective tariff rate hitting above 17% in August. The beginning of the year started with chaos, as, seemingly every week, there was an announcement of some new tariff that would be levied against China or Mexico or Canada.

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Media Briefing: Here’s what media execs are prioritizing in 2026

This week’s Media Briefing looks at the main business areas publishing executives have their sights set on as they head into 2026, recalibrating around AI advertising revenue opportunities, brand marketing, and video and creator opportunties, after a humbling 2025.

  • Publishing execs have their eye forward and sleeves rolled up for the new year
  • What OpenAI’s new Academy for News Organizations means for journalism, GQ editor steps down, and more.

All eyes forward

Media execs have big goals for 2026. They’re setting their sights on AI revenue and visibility opportunities, brand marketing pushes, plus a big year in U.S. politics and sports. 

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