Over the past 15 years, we’ve seen a fair share of economic and political earthquakes: the tremors of the financial crash, the unprecedented impact of COVID-19, the drawn-out saga of Brexit, and the ongoing cost-of-living crisis.
Each event has been a lesson in adaptation, resilience, and has provided a masterclass in finding opportunity amidst the chaos. Through it all, one principle has remained steadfast: consistency. In times of uncertainty, brands need to show a trusted voice and be guided by a steady hand on the tiller.
The challenge now goes beyond the immediate impact of the tariffs. They amplify even more uncertainty to an already unpredictable global situation. And uncertainty has an inevitable impact on how both businesses and consumers behave.
Read the full article on the Mintel website
