• by Wayne Friedman , Staff Writer, March 20, 2025

Consumers already are feeling the pinch somewhat, or at least are on high alert that there could be major change in the economy as it pertains to potential volatile tariffs, including those against countries like China.

When will major brands start to address some of these concerns going forward -- perhaps in a slowdown-economy world compounded by the upward pull of high inflation?

Consumers may have been worried about the high price of eggs under the Biden Administration, with bird flu issues a major contributor. But now there seems to be more uncertainty.

What’s the messaging now -- if anything -- as this new wrench works its way through the U.S. advertising system?

A possible pullback or adjustment by brands on TV and elsewhere may be coming.

Currently the national TV scatter market has been soft, according to media executives -- and this came before all the tariff news. But going forward, consider this estimate from a PWC survey: Tariff cost effects on telecommunications, media, and technology companies (TMT) could rise to $139 billion from $13 billion.

What should we expect now as we move into the fall and winter period? Proponents of tariffs believe there needs to be a long-term re-adjustment to the U.S. economy -- including possible stagflation or even a recession -- if tariffs are widespread. But better days are ahead, they say: Some short-term pain before long-term progress.

If that isn’t enough, the marketplace keeps shifting the ground underneath everything.

Major Chinese electric vehicle manufacturer BYD, the company Elon Musk and Tesla have long been concerned about, now says it has the ability to charge up a car in five minutes.

Down the road, think of how U.S.-based EV car manufacturers will need to respond with that kind of news in terms of savvy marketing messaging. Forget about "drill baby drill" -- what some public officials now in charge believe we need to do in terms of oil production.

That said, we know that the message for many marketers during recessionary times -- especially from TV media sellers -- is: don’t stop advertising. That's because if you do, and we begin to come out of tough economic times, you don’t want to be left behind.

In this strange marketplace, with an unpredictable administration in charge, are we on more unstable ground? (Oh, and wait. What about that potential ban on pharmaceutical companies' advertising?)

Perhaps if President Trump offers up a schedule of his posts on TruthSocial -- as one CNBC commentator recommends, somewhat in jest -- we could have some rough plan of what is to come.

Even with that, the U.S. stock market and the economy will need to read other tea leaves. I’ll take mine black and strong.