‘There’s no such thing as recession-proofing’: Small businesses grapple with shifting economy 

Small to medium-sized businesses (SMBs) are no stranger to pivoting on the fly, but President Donald Trump’s tariffs have sent waves through the media and marketing economy. And for SMBs, it’s difficult to grapple with the constant uncertainty – navigating tariffs, talk of recession and economic uncertainty.

Seemingly, the marketing playbook for SMBs is being rewritten, especially for those directly impacted by the tariffs. Now, more than ever, marketers are prioritizing efficiency in spend, reassessing where dollars are going and hesitant to commit to long-term ad deals. 

“It’s a guessing game every day,” Kimberlee Vaccarella, CEO and founder of Bogg Bag, told Digiday, adding, “There’s so many moving parts there that it’s hard.” The moving parts Vaccarella is referring to is the start and stop nature of the tariffs and its ripple effects on the supply chain, consumer spending and long-term marketing plans. 

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