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Whether youre sitting at your desk at work or shopping at the grocery store, you can feel it: the shared sense of uncertainty in the air. Economic indicators are shifting; tariffs have impacted trade flows, and experts predict the nations growth rate may be cut in half. Combined with broad geopolitical instability, this sense of economic uneasiness has seen consumer sentiment dip to its second-lowest point since 1952. In this challenging climate, even industry giants like Target, Walmart, and Apple are forecasting declines in profits and sales. Yet, history shows that periods of uncertainty often spark innovation and resilience. Brands that can adapt, communicate clearly, and build trust with their customers are well positioned not just to endure, but to lead. So, what can business leaders facing such turbulence do to persevere? Return to the compass that always points to a way to growth: delivering for the consumer. Showing up consistently, adapting with purpose, and becoming the steady heartbeat in their customers increasingly chaotic world. The Power of Purpose in Uncertain Times As a counterbalance to all the bad news, resilient brands can become a source of strength and reassurance by understanding their consumers and delivering positive impact. In times of uncertainty, brands can improve their customers day-to-day by bringing moments of joy and meaning into their lives. Whats more, they can also deepen those consumer connections by demonstrating alignment with customer values and aspirations for the future. New research supports this call to action: 86% of consumers say brands play an important role in delivering a positive human future. But only 15% of companies are actively investing in efforts aligned to that purpose, a gap that speaks volumes. Consumers are quite willing to reward brands they see as positive difference-makers. Theyre nearly three times more likely to pay a premium, try new products and services, and even forgive mistakes from brands they think are working towards a better world. This is especially true among Gen Z consumers and younger generations, who prioritize brands that align with their ethical and social principles. So, what does it really mean to deliver a positive human future, and how can brands demonstrate the commitment consumers are seeking? It doesnt mean you have to solve every global issueyou just have to show consumers that you understand their challenges and respond in ways that align to their values. When a single headline can shake markets and communities, consumers are looking for something steady to latch onto, and brands have the opportunity to hold strong. Think Big with Small Gestures For brands, this doesnt require a complete overhaul of business strategy or major new investments. It can start with a simple challenge: how can you show up in small, meaningful ways to brighten consumers days and give them something to look forward to? Consumers today are seeking more than transactions; they want relationships. Nearly 50% of U.S. consumers are willing to pay more for brands that understand and respond to their needsbrands that listen, learn, and use what they hear to deliver amazing experiences. Take Little Spoon, for example. The baby food company didnt build trust by making grand gestures, but instead took the time to collaborate with parents and scientists to ensure parents have a voice in their childs health. They put their money where their mouth is to provide consistent engagement with parents through its Is This Normal community platform. They created a winning product that reflects real needs and values, showing up consistently for their customers when and where they needed them. Theyve successfully become more than a packaged goodtheyre a partner in parenting, building ardent fans through shared values. To follow in similar footsteps, there are several actions brands can take, starting with active listening and reliability. By using customer insights to understand what matters most, brands can reflect those priorities in their messaging and offerings and then communicate those priorities regularly and consistently. This requires ongoing dialogue and genuine responsiveness to customer feedback and changing needs. By ensuring consumers feel seen and heard, brands will not only build a customer base but also a community. This alignment becomes particularly powerful when economic pressures mount, and consumers are making more deliberate choices about where to spend their money. Above all, its those small moments of joy that will make all the difference. Positive experiences dont require massive budgets, but they do require intentionality. Whether it’s unexpected customer service excellence, community-building initiatives, or simply consistent, reliable communication, these moments transform into lasting relationships. Building Tomorrows Resilient Brands The businesses that struggle during volatile times often share common characteristics: They become reactive rather than proactive, focus inward rather than on customer needs, or stop innovating to avoid risk. Its more important to show up for customers during times of turbulence than when the waters are calm. Every interaction becomes an opportunity to build trust. Every product decision becomes a chance to show values alignment. Every communication becomes a moment to provide clarity and reassurance. In a world where headlines shift by the hour, brands can emerge as a steady beacon. The brands that thrive arent necessarily the biggest or the loudest, but those that prioritize real connection with their consumers; those that are able to deliver impact in their day-to-day, and in the world they inhabit. When purse strings tighten, brands that build real relationships, spark joy in the uncertainty, and support a positive human future will build the kind of consumer loyalty that pays dividends through good times and bad.
Category:
E-Commerce
Federal funding cuts have claimed their latest victim. On Friday, the Corporation for Public Broadcasting announced that it will wind down operations in light of a fatal federal funding shortfall. The Trump administration asked for the targeted cuts in a rescissions request coupled with a major pullback in spending on foreign aid earlier this year. Congress ultimately complied and in July voted to slash $1.1 billion in federal funding from the CPB. The Republican-led measure was split along party lines, with no Democrats voting in its favor. The Corporation for Public Broadcasting, a private nonprofit, was authorized by Congress in 1967 to manage funding for public media in the U.S. as part of President Lyndon Johnsons sweeping domestic policy agenda. Public media has been one of the most trusted institutions in American life, providing educational opportunity, emergency alerts, civil discourse, and cultural connection to every corner of the country, CPB President and CEO Patricia Harrison said. We are deeply grateful to our partners across the system for their resilience, leadership, and unwavering dedication to serving the American people. The organization funds the Public Broadcasting Service, National Public Radio, and 1,500 local TV and radio stations. Sesame Street and Mister Rogers’ Neighborhood, two icons of American public television, were made possible with funding through the CPB. While PBS and NPR rely less heavily on government funds, federal money is crucial to member stations in rural areas. Those outlets face an existential threat from the cutsthe latest death knell for local news in the U.S.
Category:
E-Commerce
Ford is recalling more than 300,000 vehicles over concerns that problems with the power brake assist system could lead to a crash. The National Highway Traffic Safety Administration issued the safety notice, noting that the issue could extend stopping distances for a vehicle in motion. The affected vehicles are 2025 versions of Fords Lincoln Navigator SUV, F-150 and Ranger trucks, and Expedition, Bronco, and Ranger SUVs. According to the NHTSA, the vehicles might also experience malfunctions in the electronic brake booster (EBB) module when using the advanced Driver Assistance System (ADAS) feature, which could similarly interfere with the power brake assist system and cause an accident. For affected vehicles, the EBB issue can be resolved with an over-the-air software update or at a dealership for free. The new recall is the latest in a spate of recent recalls for the automaker. In July, Ford recalled almost 700,000 vehicles over a fuel leak problem that could cause a fire under the hood. That recall, which impacted some Bronco Sport and Ford Escape models, was the result of a yearlong investigation into ongoing problems with the vehicles fuel injectors. Just prior to that, an even wider recall was issued over worries about the low-pressure fuel pump on more than 850,000 Ford vehicles. Car recalls are on the rise broadly, but Fords issues stand out. The manufacturer tops the list for the most vehicle recalls in the U.S., though the companys leadership hopes to nip future issues in the bud by holding new vehicles for an extra phase of quality checks. What were going to see long term is fewer recalls and lower warranty costs because of this new process, Ford CEO Jim Farley said in an earnings call last year.
Category:
E-Commerce
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