AS TARIFFS HIT, BIG COMPANIES DOUBLE DOWN ON MARKETING

Summary from the TLDR Marketing newsletter

Executives at major companies are maintaining or increasing marketing investments despite tariffs, inflation, and weaker job growth. Ralph Lauren raised marketing spending to 7.5% of sales from 6.7% last year, while Church & Dwight and Molson Coors plan to protect spending even at the cost of short-term earnings. Gartner data shows that over two-thirds of US consumers are adjusting their spending due to economic pressures. Yet companies like Kenvue and McDonald's remain focused on brand visibility, product innovation, and value, believing this will strengthen their position when conditions improve.