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In the past couple of weeks, President Trump has announced a sweeping set of tariffs, only to delay most of them for 90 days after the stock market crashed in response.
Brands are left grappling with the economic fallout.
With tariffs on Chinese goods soaring to 125%, businesses are scrambling to adjust pricing and supply chains, while stock market volatility adds further uncertainty.
As the situation evolves, brands are making bold moves to mitigate the impact, from shifting production away from heavily tariffed countries to raising prices on their products. Some are opting for direct communication with consumers—a strategy experts say can be highly effective in times of crisis.
“The global economy is more interconnected than ever, and even U.S.-centered policies are creating widespread volatility and uncertainty,” Callum McCahon, chief strategy officer, Born Social, told ADWEEK. “We’re already seeing a knock-on effect in weakened consumer confidence, making it more critical than ever for brands to adapt, not retreat.”
Here’s how 10 brands are navigating the turbulent economic waters of tariffs.
Ford Motor Company
Last week, prior to the tariff pause, Ford rolled out a new ad campaign, “From America, For America,” to counter the economic impact of President Trump’s 25% tariffs on imported vehicles. In response to the tariffs, Ford is offering customers employee pricing for 2024 and 2025 models.
The initiative, which includes a TV commercial voiced by actor Bryan Cranston, highlights Ford’s commitment to American workers and its significant U.S. manufacturing footprint.
Dame
This sexual wellness brand, which sells adult toys and personal care products, automatically added a $5 “Trump tariff surcharge” to customers’ online shopping carts. “We’ve made the tough call to adjust prices to be able to keep bringing you the quality, body-safe products you love,” the brand stated on Instagram.
