3 ways to turn tariff turmoil into marketing gold

Escalating trade tensions and unpredictable tariff policies pose unprecedented challenges to businesses’ bottom lines. For marketers, particularly those navigating manufacturing and international commerce, this moment demands strategic reinvention. That’s why some brands are discovering hidden opportunities amid the economic turbulence. 

With that in mind, here are three battle-tested approaches to transforming tariff disruptions from threats into competitive advantages.

1. Educate your audience to alleviate concerns

One of the most effective things a brand can do is to educate its audience about the tariffs and uncertainties affecting it. Object Edge, a leader in digital transformation for manufacturers, saw that many clients were anxious about tariff volatility affecting supply chains and costs. Instead of hiding behind standard marketing tactics, the company leaned into this uncertainty by hosting a summit where economists, AI experts, and business leaders provided actionable strategies for dealing with the situation. 

The event helped attendees navigate the complexities of tariffs and solidified Object Edge’s role as a thought leader. Offering expert knowledge and practical strategies alleviates customer concerns while strengthening brand loyalty. In a world where information is power, delivering timely and relevant educational content can position your brand as a trusted advisor when your audience needs it most.

2. Use global expansion as a strategic opportunity

It may sound counterintuitive, but global economic volatility can present growth opportunities—particularly through international expansion. The key to navigating tariffs effectively is diversification. If your business relies heavily on trade with a single region, like the U.S.-China relationship, looking to new markets such as Europe or Latin America may offer an attractive way to spread risk.

Dig deeper: In a world of tariffs and turmoil, marketing’s insight is a superpower

If you aren’t ready to take your product to a new market, sourcing employees globally helps reduce costs without compromising quality. Of course, diversifying your staffing strategy only works if you are 100% clear on international employment laws and have a strong plan to manage dispersed talent.

3. Align people management with internal comms and PR

Aligning people management with internal communications and PR is essential in times of economic upheaval. Employees are the first to feel the brunt of volatility—whether it’s job insecurity, shifting company priorities, or concerns about the future. If you don’t address these issues with clear, consistent communication, anxiety will escalate quickly, leading to morale problems that affect the internal work environment and your brand’s external perception.

If you manage a dispersed team or plan to in the future, partnering with an international employment law expert saves time and ensures you’re on a legally firm footing. Don’t rely on an AI platform like ChatGPT for legal information or cultural insights. Interpreting laws requires human expertise, and context is essential for making informed decisions about your employment strategy. Additionally, it takes cultural sensitivity and emotional intelligence to manage teams across borders effectively. 

Dig deeper: 94% of advertisers concerned tariffs will lead to cut in ad spending: IAB

“Human intelligence will always be needed in people management, but it’s especially necessary with dispersed employees,” said Bjorn Reynolds, an HR expert with Safeguard Global.

Effective internal communication is more than just keeping employees informed; it’s about turning them into advocates for your brand. With the right messaging, your employees can amplify your message, ensuring your brand stays strong and unified, even during tough times.

From uncertainty to opportunity

Businesses must rethink their marketing and PR strategies to emerge stronger from this economic storm. By educating your audience, seizing global opportunities and aligning internal communication with people management and PR, brands can maintain momentum and adapt to changing market dynamics.

When markets fracture and trade barriers rise, vision separates survivors from thrivers. The brands that dominate tomorrow won’t be those who merely weathered the storm—they’ll be the ones who harnessed its energy.

These leaders forge transparent bonds with their teams while becoming the compass their customers can’t navigate without. Implement these strategies not as a defensive play, but as your offensive master plan. Don’t just adapt to this new landscape—redefine it, own it and watch your competitors scramble to follow your lead.

Dig deeper: Winning customer loyalty starts with straight talk about tariffs