What Brands Should Do with Their Ad Dollars Right Now — Amid Tariffs and Global Uncertainty

If you’re managing marketing spend right now, chances are you're feeling the pinch — not just from rising media costs but from increased supply chain pressure, shifting consumer demand, and now, the impact of tariffs making a comeback in headlines and in budgets.

So, how should brands handle their advertising and partnership strategies when their margins are under threat?

Here’s what I’m recommending to clients:

1. Shift from Spray to Precision

Now is not the time for bloated awareness plays that don’t drive clear ROI. Brands should focus their budgets on channels and creators that deliver measurable performance — whether that’s through affiliate, paid social, or custom partnerships where performance metrics are guaranteed. Precision beats scale in a cost-constrained environment.

2. Leverage Organic Distribution Channels

You’ve likely already invested in communities — customers, influencers, and creators who care about your brand. Now’s the time to activate them. Think value-exchange partnerships with niche creators, bundled influencer buys, or leaning into your owned social and email lists more strategically. Lower cost, higher trust.

3. Ask for Flexibility in Media Deals

Tariff uncertainty = margin pressure. Smart partners understand this. Don’t be afraid to ask for flexible billing terms, scaled-back packages, or value-added integrations to make your media spend work harder. Transparency wins here — if you’re open about challenges, you’re more likely to find win-win solutions.

4. Keep Testing, But Tighter

Testing should never stop — but it should get leaner. If you’re allocating experimental spend, focus on small, fast-moving tests that can scale if proven. Whether that’s emerging platforms like TikTok Shops, new live shopping formats, or niche newsletters with high engagement — try it, track it, and move quickly.

5. Double Down on Brand Trust

Consumers are price sensitive and brand loyal right now. The brands that win will be the ones that show up with consistency, transparency, and humanity. Even if you're scaling back spend, don't scale back storytelling — especially when it's values-driven and relevant to your audience's current realities.

Bottom Line: Tariff pressures may be out of your control. How you deploy your ad spend? That's yours to own. This is the moment to get sharper, more intentional, and deeply aligned with the partners who can help you not just survive — but build a more sustainable path forward.