How B2C brands can build resilience amid tariffs and economic uncertainty

It’s a difficult time to be a consumer brand operating in the US right now. Driven by increasing global trade tensions and reintroduction of universal tariffs, brands across all different industries are bracing for impact. We know that the tariffs are impacting you in multiple ways: it’s pushing import costs upward, tightening margins, and introducing volatility into both pricing and consumer confidence.

Navigating brand growth in a shifting global landscape

In the face of rising costs and softening demand, it’s tempting to reduce brand spend in an effort to protect near-term profitability. But the evidence is clear: brands that maintain visibility during turbulent times build future demand, grow share of voice, and emerge stronger on the other side. From Kellogg’s in the Great Depression, opens in new tab to market leaders post-2008, history consistently rewards brands that stay front of mind.

At Tracksuit, we’ve seen this firsthand. Across hundreds of modern consumer brands, the ones that outperform through uncertainty are those who invest in mental availability, emotional connection, and brand consistency—not just performance optimization.

In this post, we’ll walk through the most common questions marketers are facing in this climate—and equip you with research-backed responses to help you protect brand health and build resilience for whatever comes next.

1. Doesn't it make sense to pause or reduce brand spend until the market stabilizes?

Although this might be tempting, reducing your visibility in the market can reduce mental availability and slow growth recovery. Cutting now may feel safe, but it risks future growth. Brands that maintain visibility gain market share through excess share of voice.

Evidence: Why you shouldn't cut brand investment in a recession

2. Shouldn’t we pivot to performance marketing?

We don’t recommend putting your entire marketing budget into performance marketing only. Long-term brand building is what fuels future demand and pricing power. Tell your CFO, “We’ve seen that brand-building through uncertainty drives resilience and recovery. Let’s not sacrifice future demand for short-term savings."

Evidence: What is Future Demand, and how it can help your business

3. Why don’t we narrow our target audience and only advertise to current customers?

Now’s not the time to go narrow – growth comes from reaching the whole category, not just current customers.

Evidence: The Tracksuit playbook: 5 tips to grow Future Demand

4. Okay, so how about we just put less resource into campaigns? We can make the same impact with less.

Research shows that fragmented bursts often underperform compared to consistent, committed efforts. Stretch the impact without increasing spend.

Evidence: The recipe for growing an FMCG brand? Mental and physical availability

5. Doesn’t it make sense to focus on functional, rather than emotional, messaging right now?

No. In times of uncertainty, emotional ads drive stronger long-term growth and brand preference. When people are feeling uncertain, it’s time to be human, not logical.

Evidence: The seven deadly sins of unemotional advertising

6. Ok. Let’s try some different creative, then – maybe test lots of messages in short bursts?

Frequent swaps weaken memory structures – consistency is what drives recognition and effectiveness. Make the most of your creative by committing and building mental availability.

Evidence: How creative commitment yields higher ROI, opens in new tab

Future Demand is built now

Tariffs may shift short-term dynamics, but they don’t change the fundamental drivers of brand growth. Tracksuit data shows that brands who keep showing up—in the right ways, to the right people, with the right emotional tone—build preference, grow faster, and withstand shocks more effectively.

This moment is not just a test of marketing strategy. It’s a test of brand leadership. Now is the time to invest in the future.