For many marketers, the first half of 2025 stirred uncomfortable echoes of the pandemic’s early days. The scramble to cut costs, rethink media strategies, and adapt in real time returned with force — this time driven not by a public health crisis, but by a wave of erratic tariffs and renewed uncertainty, including yet another TikTok ban saga.

Unlike the chaos of 2020, however, brands entered this turbulence with several years of crisis-hardened experience. Some chose to go quiet, but others saw an opening — delivering timely, resonant messages focused on value, inclusivity, and levity. These efforts aimed not just to weather the moment, but to stay culturally relevant and connected in a climate of cautious consumer sentiment.

Results have been mixed. While not all strategies yielded immediate performance gains, especially amid global trade disruptions, many campaigns laid the groundwork for long-term brand equity and category leadership. In some cases, being culturally tuned in allowed brands to stand out while competitors stalled.

Credit: Marketing Dive, see full story here