Brands That Stay Visible, Adaptable, and Genuinely Connected to Their Audience Will Be the Ones Who Thrive
The advertising world is no stranger to economic uncertainty.
From the pandemic’s disruption to inflationary pressures, brands and media agencies have continuously pivoted to keep their strategies aligned with market realities.
Now, with President Donald Trump’s new tariffs casting a shadow over global trade and business confidence, advertisers are once again at a crossroads.
But within every challenge lies an opportunity for those prepared to adapt.
The New Economic Reality
Trump’s latest move to impose a minimum 10% tariff on all imports into the United States—with even steeper duties on key trading partners like China and Vietnam—has sent ripples across industries.
The immediate concern for advertisers?
Uncertainty. When companies are unsure about costs, supply chains, and consumer sentiment, marketing budgets are often the first to be scrutinised and, in some cases, slashed.
Yet, cutting advertising during tough times is a double-edged sword.
While it may yield short-term savings, history has shown that brands maintaining a strong presence during economic downturns often emerge stronger and with greater consumer loyalty.
The key lies in balancing caution with agility.
Flexibility as the New Currency
Advertisers and media buyers are now pressing for more flexible terms—something media houses must acknowledge and embrace.
The days of rigid, long-term media commitments are dwindling.
Instead, performance-based, programmatic, and AI-driven advertising models are gaining traction.
Platforms like Adomni highlight how brands are seeking real-time adaptability, ensuring that ad spend can be optimised based on shifting economic and consumer trends.
For media companies, this presents both a challenge and an opportunity.
While the uncertainty may lead to cautious spending, offering advertisers greater adaptability could secure longer-term partnerships.
Those who can provide real-time performance insights, alternative ad placements, and diversified media strategies will stand to benefit.
Shifting Consumer Priorities
Tariffs don’t just impact businesses; they affect consumers directly.
As prices of imported goods rise, buying behaviour shifts.
Luxury and discretionary spending may take a hit, while essential goods remain steady.
This means brands need to rethink their messaging.
How do they demonstrate value beyond price?
How do they foster deeper connections with consumers who are becoming increasingly discerning?
This is where purpose-driven marketing comes into play.
Andre Banks, CEO of NewWorld, notes in a recent CNBC Report that consumers gravitate towards brands that stand for something real during uncertain times.
Whether it’s sustainability, ethical sourcing, or a commitment to social impact, brands that effectively communicate their deeper purpose will resonate more powerfully with audiences facing economic pressures.
The Upfronts Dilemma
The timing of Trump’s tariffs couldn’t be more inconvenient for media companies gearing up for the Upfronts—a critical period where advertisers commit to significant ad buys.
Traditionally, the Upfronts have been the playground of TV networks in the US, but with digital and streaming platforms commanding more attention, brands are weighing their options carefully.
Traditional TV, while still impactful, faces mounting pressure.
The growth of digital, programmatic, and performance-based models means advertisers now expect data-driven insights to justify their investments.
This puts legacy media companies in a precarious position: adapt to the new demands or risk losing ad dollars to digital-first players.
A Strategic Shift for Advertisers
So, what should brands do to navigate this evolving landscape? Here are three key takeaways:
Prioritise Agility: Locking ad budgets into rigid, long-term contracts is no longer viable. Brands must ensure they have the flexibility to shift investments based on economic and consumer trends.
Emphasise Value Beyond Price: With tariffs driving up costs, competing on price alone is a losing battle. Instead, brands should focus on storytelling, brand values, and purpose-driven marketing to forge deeper connections.
Invest in Performance-Based Advertising: With every dollar under scrutiny, data-driven strategies will dominate. AI-powered programmatic buying, real-time analytics, and cross-channel adaptability will define the next phase of marketing success.
While uncertainty looms, advertisers who embrace flexibility, purpose, and performance-driven strategies will not just weather the storm but emerge stronger.
As the global economy shifts, marketing remains a powerful tool—not just for sales, but for brand resilience, trust-building, and long-term growth.
In this era of unpredictability, the brands that stay visible, adaptable, and genuinely connected to their audience will be the ones who thrive.
Note: Some of the contents for this story have been curated from a CNBC Report by Lillian Rizzo dated 2 April.
