Executive Memo | Selling to Consumers in Uncertain Times

Brands looking to reach US consumers are facing their toughest test in years.

Multiple surveys suggest shoppers in the world’s largest economy are increasingly planning to cut back on discretionary spending as inflation remains elevated and uncertainty grows. While there are glimmers of hope in the economic data, the situation is precarious, with geopolitical turmoil growing and the brunt of US president Donald Trump’s tariffs yet to take effect.

Executives who want to win over US shoppers will need to be strategic in the months ahead, as even typically resilient categories such as luxury, beauty and athletic footwear are anticipating a challenging second half of the year.

Brands will need to work to identify the pockets of opportunity that exist and be highly targeted to tap them.

In this memo to BoF’s Executive Members, learn more about:

• How brands are using data to more precisely understand and anticipate customer needs and wants
• The most effective strategies for deepening loyalty and driving emotional connection
• When (and how) to adjust pricing and promotions without undermining brand equity — and how to talk to consumers about it