China warns of seeking the skin from a tiger
Things are heating up in the trade war between the US and China. After the US bumped up tariffs on $18 billion of Chinese goods (think electric vehicles and computer chips), China’s hitting back with new tariffs of their own, targeting $5.1 billion worth of US products like pork and fruit. The US says they’re trying to protect their industries from unfair practices, but China feels like they’re breaking trade rules and disrupting the global economy. This back-and-forth is definitely causing some jitters in the markets, and everyone’s worried about what’s going to happen next with trade and economic growth worldwide.
Following President Trump’s tariff announcement on April 2nd, commemorating Liberation Day, diplomatic overtures were extended by numerous nations to the United States, aimed at fostering more amicable trade agreements. While such agreements were successfully brokered with these entities, China has articulated a cautionary message. This week, China urged nations engaged in commerce with the US to exercise prudence. It was further stipulated that any agreements perceived to impede China’s economic advancement would be met with retaliatory measures. This development escalates tensions within the existing global trade dispute, introducing more complexity to all international transactions.
The prevailing characteristic of the current global economic climate has been marked by uncertainty. Sovereign states are now compelled to consider not only the financial implications of trade with the US but also assess their vulnerability to potential sanctions from China. This circumstance necessitates that international leaders make definitive choices. As there is no universal formula for navigating this new situation, each nation must meticulously evaluate its bilateral relationships with both the US and China when making deals for the foreseeable future.
Dylan Martinez, Managing Director
Consumers are spending more to stay loyal
A recent study highlighted in Marketing Dive reveals that more than two-thirds of consumers are willing to pay a premium for products from their favorite brands, even amid economic uncertainty and inflation. The findings underscore that brand loyalty remains strong, with many shoppers prioritizing trusted brands over lower prices. The message is clear that consumers value personalized and high-quality customer experiences as well as consistent product quality, which strengthens their attachment to specific brands.
In today’s challenging economic environment, where consumer confidence is declining and they are more selective with their spending, brand loyalty is more valuable than ever. Brands that invest in creating tailored and rewarding experiences, such as personalized offers, loyalty programs, and exceptional customer service, can foster deeper emotional connections with their audience. These efforts not only encourage repeat purchases but also insulate brands from price-based competition, as loyal customers are more likely to stick with their preferred brands even when faced with cheaper alternatives. In a landscape where consumers are bombarded with choices, standing out through meaningful engagement and consistent value is essential for long-term success.
Marketers and communications professionals play a critical role in nurturing strong customer communities and relationships. By conducting thorough audience research and leveraging social listening tools, brands can keep a real-time pulse on shifting consumer preferences, pain points, and emerging trends. These insights allow for the creation of more relevant content, targeted campaigns, and responsive customer engagement strategies. Additionally, fostering two-way communication, such as encouraging feedback, spotlighting user-generated content, and building online communities, helps customers feel valued and heard. Ultimately, these practices not only drive loyalty but also turn satisfied customers into passionate brand advocates, fueling organic growth and resilience in uncertain times.
Kristen Burton, Senior Market Research Director
What happens when milkshake duck isn’t your spokesman, it’s your brand
On this week’s earnings call, Elon Musk announced he would return to more duties at the struggling electric car company. Struggling with increased competition and harm from Elon’s dive into politics, investors have initially responded well to the return. But what can he fix?
Tesla skyrocketed for over a decade, in no small part to Elon being as central to the brand as its logo. His promises of a green future with an electric car line-up that blew the competition away captured many fans. And this cache lasted a long time…until now.
Tesla has two issues. First, the car company has struggled to update its product line and compete as other car manufactures have caught up in terms of technology. In response, Elon is promising a future of robotaxis and robots. There are questions as to whether this technology will be ready in his stated timeline, but anything is possible.
But the second issue might render these solutions irrelevant: who will actually buy these things?
Elon’s time at DOGE (which will, in fact, continue in some way) and general jump into politics has resulted in an extreme negative polarization against his brand. He polls 10 points worse than Trump and is underwater with nearly every demographic.
This association with politics that has weighed down his popularity is key because it is not product, or even brand related. If people hate you, they will not care about how good your product is.
They won’t care what it can do for them or how revolutionary it is. If every Democratic-leaning person and 10% of Republicans turn off at even the mention of your name or Tesla, how will anything catch on? DOGE effects will continue to be felt for months, if not years. What advertising campaign could overcome that? Does anyone actually expect Elon to stop being involved with Trump’s White House? Or stop posting on X about politics?
The bottom line is that potential engineering and innovation may not be powerful enough to overcome broadly unpopular political choices.
Joe Furmanek, Creative Director
The ice bucket challenge worked. Why not try it again?
Remember the Ice Bucket Challenge? It’s back nearly a decade later, but this time with a new message: mental health matters. Sparked by college students and launched under the #SpeakYourMIND campaign, the challenge is once again appearing on social feeds, only this time focused on mental health rather than ALS research. With nearly $190,000 raised, the comeback has turned a familiar format into a viral campaign that drives awareness and community in today’s social media landscape.
I remember participating in the original challenge as a preteen, and seeing it return now feels like a full-circle moment. The comeback brings a “oh I remember that” feeling for many, and is a perfect example of how trends can resurface when they hit the right mix of simplicity, participation, and nostalgia.
Just like the original 2014 videos, the challenge brings people together through an engaging, peer-to-peer activity rooted in a meaningful cause. It captures attention in a way that feels both accessible and authentic, but this time with the spotlight on mental health advocacy, a topic that is more prominently discussed today than ever before. Nodding to the simplicity of the original ice bucket challenge, the 2025 revamp shows that impactful campaigns don’t always require new, complex ideas, and can gain traction in unexpected, organic ways. Even a simple concept, like a bucket of ice water, can fuel widespread engagement and drive meaningful change if it taps into timely, culturally relevant conversations like mental health.
Karsen Cochran, Campaign Coordinator
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