The rundown: How Trump’s tariffs could put marketers in a recession frame of mind

Today’s marketers have plenty of experience navigating economic uncertainty. They’ve guided their brands through pandemics, elections and long stretches of economic uncertainty, and they’ve built up a playbook of responses and strategies as a result.

That said, the last few weeks have forced many to dust off their playbooks as they figure out how to navigate the latest challenge – a pending trade war between the U.S. and much of the rest of the world. U.S. President Donald Trump’s tariffs targeting China (as well as mooted policies targeting the EU, Canada, Mexico, Taiwan and others), will inevitably affect advertisers and their investment plans.

For most marketers, the emergence of tariffs poses the same dilemma as a recession or pandemic: You can spend your way through it, or spend less.

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