Why marketers aren’t panicking in face of the latest tariff pressures (yet)

One could easily be forgiven for thinking disaster was just around the corner.

After a slew of downgraded ad spend forecasts earlier in the summer, big brands like Adidas, Walmart and P&G have finally begun enacting price increases due to tariff pressures on their supply chains. Kraft Heinz, General Motors, Ford and Johnson & Johnson have each reported tariff-related hits to their bottom lines. And some advertisers have begun tightening their belts — Kimberly-Clark, for example, recently said it had cut its overall marketing spending 10.8% compared with last year’s second quarter.

That said, it’s not all doom and gloom. In fact despite the uncertainty, stagnation in key advertising economies like Japan and the U.K., along with declining job rates in the U.S., marketing spend appears to be holding up. 

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