In 2025, brands are navigating one of the most complex advertising environments in recent memory. A wave of U.S. import tariffs has dampened consumer sentiment. At the same time, persistent economic uncertainty is forcing brands to rethink how they communicate. Messaging strategies are evolving as advertisers work to maintain relevance, reinforce trust, and avoid missteps. Here’s how leading brands are adapting and what lessons others can draw.
Emphasizing Value
Rising costs have prompted a widespread shift toward value-first messaging. Brands are placing more emphasis on product durability, practicality, and long-term usefulness rather than novelty or indulgence.
Mattel, for example, responded to planned price increases by assuring customers that 40%-to-50% of its toys would still be priced under $20. This signaled that the company understood financial pressure and remained committed to delivering value to families.
Adapting Paid Search Approaches
Brands should also reconsider how they are showing up via paid search. Economic uncertainty and tariff-related price hikes are likely changing what people type into Google. It is very likely that queries like “best affordable [product],” “tariff-free,” or “no extra fees” are becoming more common, given the heightened concern among consumers about rising prices although brands should do their homework about their specific audience behavior. It is quite possible that paid search ad copy and landing pages should be adapted reflect these shifts in consumer behavior.
Brands can test headlines and descriptions that highlight “Made in the USA” or “No Import Tariffs” to match evolving search intent. Similarly, if your business offers price transparency or loyalty discounts, those elements should be part of your copy strategy. Search is where brands meet people who are already looking for reassurance and value.
Showing Empathy and Stability
Campaigns are shifting from aspirational or urgent tones toward messaging that emphasizes stability, consistency, and care amid economic uncertainty. Ford’s “Committed to America” campaign is a strong example. The brand has reinforced its U.S. manufacturing heritage while positioning itself as a dependable presence in uncertain times. Rather than boast, it has reassured.
Practicing Transparency
Consumers are paying closer attention to where products come from and how prices are changing. In response, many brands are adopting more transparent messaging about supply chain challenges and cost increases. Jared Fisher, a bike retailer in Nevada and Utah, added a “Government Tariff Charge” line item to receipts in his stores. His goal was to help customers understand the real reason behind rising prices and avoid the impression of arbitrary markups. That kind of honesty builds credibility.
Reframing “Made in America”
The return of “Made in the USA” messaging is not just about flag-waving. It’s also about signaling stability in a volatile global market.
Amazon sellers have started emphasizing “Made in USA” and “No Tariffs Applied” in product images and descriptions. These labels reassure shoppers that they are avoiding unpredictable international delays or surcharges.
Anheuser-Busch has taken things a step further. CEO Brendan Whitworth has called on retailers and distributors to replace the word “domestic” with “American” when referring to American-made beer. His open letter has made the case that “domestic” had become a bland, bureaucratic term that failed to honor the American workforce and supply chain behind the product.
Promotional products are another place where brands are leaning into origin-based messaging.BAMKO, a leading merchandise distributor, launched a curated “Made in USA” collection in 2025. More companies are requesting U.S.-made branded gear not only to manage tariffs and delays, but to send a message about their values. What you give away says something about what you stand for.
Reading the Room Internationally
Patriotic messaging that works in the United States does not always translate well abroad. Some consumers overseas are increasingly critical of U.S. trade policy and related rhetoric, and brands need to be aware of how their messages are received.
In Mexico, Coca-Cola faced a boycott in early 2025 after a viral AI-generated video falsely claimed the company had reported undocumented workers to U.S. immigration authorities. The video was not tied to Coca-Cola’s marketing, but the brand’s response showed how important it is to listen and act quickly. Coca-Cola joined the Mexican government’s “Hecho en México” initiative and emphasized that its products are manufactured locally in 73 plants across the country. It was not backing away from its U.S. identity, but it was reinforcing its connection to Mexican communities and workers.
Recommendations for Advertisers
- Be accurate. Claims about domestic sourcing or pricing must be fact-based. “Made in USA” labeling is closely regulated.
- Prioritize empathy. Messages that show you understand what people are going through will land more effectively than aggressive calls to action.
- Embrace transparency. If tariffs or supply issues affect your pricing, explain why. Consumers appreciate honesty.
- Tailor messaging to the market. A campaign that feels reassuring in the U.S. might seem tone-deaf elsewhere. Localize the message.
True Interactive Can Help
Tariffs and economic instability are more than budgetary concerns. They influence consumer expectations and brand perception. The companies that will thrive in 2025 are those that communicate clearly, remain grounded in truth, and deliver relevance and reassurance when it matters most.
True Interactive can help you adapt your approach and measure the results. Learn more about our paid media and analytics capabilities.
