As I have conversations with clients regarding “the news” lately, this has been top-of-mind: the fear you’re feeling around tariffs and the news of the world and in the US in particular is very much like the fear we all felt during the COVID‑19 pandemic — and there’s a clear lesson to pull from that time.

Tariff spending anxiety and marketing spend are normal. PRICE GO UP = FEAR GO UP – it makes sense. 

When the pandemic hit, I remember speaking with clients across all industries — from B2B manufacturers to direct-to-consumer ecommerce brands. The first reaction was nearly always the same: “We’ll pull back, wait and see. We’ll pause growth, hold off on extra marketing spend.” Anxiety flooded the room. But what we observed as the crisis unfolded is that the companies who leaned in instead of hiding ended up better positioned for recovery.

Fast forward to today: the chatter around tariffs, global supply-chain stress, and economic uncertainty is creating a very similar dynamic. The instinct may be to clamp down, cut back, and wait for clarity. But here’s the solution: when the outside world is noisy, confusion is high, and everyone’s distracted — brands must double down on getting visible.

Here’s what I recommend for both B2B and D2C clients:

• Stay in front of your audience. During the pandemic we found that brands which maintained—or even increased—messaging to their audience held mind-share. The same holds true now.

• Cut through the media clutter. With so much noise (tariffs, inflation, shipping issues), your audience’s attention is fragmented. If your brand goes quiet, others fill the space.

• Focus on strategic growth, not just cost-cutting. Holding back may feel safe, but growth-mindset brands use the lull to educate, build relationships, and expand share.

• Tailor your message to the moment: Acknowledge the uncertainty, show empathy, but position your brand as the stable partner. During COVID we pivoted messaging fast to reflect real concerns — that’s just as important now.

In short: the logic we used when COVID hit applies again.

Uncertainty + Distraction = Opportunity.

Brands that pull back risk being forgotten. Brands that lean in and stay relevant will emerge stronger.

If you’re feeling anxious about tariffs or broader macro forces — let’s talk about how to map out a “lean in” plan that makes your brand louder (at the right moment) and more meaningful (to the right audience). The mindset shift is the first step — and we’re ready to guide you through it.