Brands committed to sustainable practices face a new test as global tariffs rise and economic volatility persists. While marketing budgets may survive the squeeze, sustainability narratives are undercut by increasing costs, disrupted supply chains, and shifting consumer priorities

As the U.S. imposes sweeping tariffs under Trump’s latest trade offensive, global brands across tech, fashion, retail, and manufacturing are forced to make rapid—and often painful—strategic shifts. From Nike and Apple to BMW and Foreo, the ripple effects of economic nationalism are rewriting the playbook on pricing, supply chains, and brand strategy in 2025.

Social media has changed the rules of brand perception — and price is now the message. As price transparency becomes the new trust currency, social media is forcing brands to justify costs. From TikTok exposes to consumer-led breakdowns, perception it’s about proof. Brands that don’t adapt risk being priced out of relevance.

In a world oversaturated with anxiety, distraction, and digital noise, consumers aren't just looking for products—they're searching for a way out. Brands that offer escapism aren't just selling; they're soothing. From fashion campaigns that feel like dreams to multisensory cinema, escapism is emerging as one of marketing's most potent emotional tools.

As brands fight for consumer attention, comparative advertising has evolved into a bold, confrontational strategy. Companies like Vrbo and McDonald’s aim directly at their competitors, sparking viral debates and brand wars.

IKEA's latest sustainability initiative, launching its peer-to-peer resale marketplace, signals a strategic shift in how brands can intertwine environmental responsibility with consumer engagement. More than a green initiative, this move strengthens IKEA's positioning in the resale economy, fosters brand loyalty, and ensures long-term customer retention.