From Market Chaos to Marketing Opportunities: Five Ways to Drive Growth in Volatility

If you feel like the disruptions never stop - tariffs changing overnight, strategic plans thrown into reset, emergency business meetings becoming the new normal - you're not alone.

CEOs everywhere are caught between reacting to immediate pressures and planning long-term growth, while consumers struggle to make sense of what's coming next. In moments like these, we're all asking ourselves: How do we use marketing to drive growth, and where should we prioritize our efforts?

From recent discussions with CEOs and CMOs across regions and fellow industry leaders in our weekly global forums, I've distilled five key insights to help answer these critical questions:

1. Renewed Opportunities in Consumer Goods and Wellness Sectors in the US

Everyday consumer goods, especially in personal care, are gaining momentum as brands respond to growing demand for proactive wellness in the US. Premium healthcare is also seeing a resurgence, driven by innovation in previously underinvested areas like self-health reinvention and women’s health. Subscription-based models and wellness-focused products are drawing investor attention, reflecting a broader consumer desire to take charge of what they can amidst ongoing uncertainty.

A key insight I take from this from a consumer’s point of view is that when you can’t rely on the outside world to keep its head, turn the focus inward and bet on yourself. Self-care sits at the heart of this notion. Time for companies to continue to invest in essential consumer goods, but to also help people take better care of themselves in these trying times.

2. Chinese Companies Continue to Expand amid Caution

Chinese firms, particularly in technology, fintech, and e-commerce, remain ambitious in their global expansion despite ongoing trade tensions. While tariffs have prompted many to adopt a cautious approach to the U.S. market, these businesses are actively pursuing growth opportunities in Southeast Asia, the Middle East, and Europe. There’s an ongoing focus on forming strategic partnerships globally, underscoring Chinese brands’ readiness to engage with international consumers, including travelers visiting China.

This is why we are exploring further strategic collaborations with Chinese firms in international markets beyond the U.S. to capitalize on emerging growth opportunities in the new multi-polar reality.

3. Navigating Tariffs and Global Trade Dynamics

Many Southeast Asian brands previously eager to enter the U.S. market are now re-evaluating their strategies due to ongoing tariffs and trade uncertainties. These companies are pivoting to alternative growth regions, including Southeast Asia itself and Australia, showcasing a strategic adaptation to geopolitical realities

Overall GDP growth for 2024 and moving into 2025 in Southeast Asia is double that of the rest of the world with Vietnam and the Philippines leading the charge. There is plenty of growth to be had in this region while they wait out the toxic volatility that is plaguing the US right now.

4. Balancing Purpose with Consumer Benefit

Purpose-led branding remains powerful, but only when it’s paired with clear, relevant value for the consumer. While some companies are dialing down DE&I visibility amid shifting U.S. policies, demand for authenticity hasn’t faded. Today’s most effective brands practice Brand Generosity: they lead with ideas that give by offering products, services, or experiences that meet real needs while also reflecting a larger mission. Purpose moves people when it also moves purchase.

That’s why we’re aligning purpose with everyday relevance. We make sure our sustainability and impact messaging resonates by answering, “What’s in it for me?” and connecting big-picture goals with personal value.

5. Blue Economy Rises, Space Economy Waits

As trade tensions and tariffs complicate global expansion strategies, the blue economy offers a grounded, high-impact growth opportunity. Ocean-conscious innovation, from reef-safe products to marine-friendly packaging, is aligning with consumer demand for sustainability and conscious travel. With travel rebounding, this also opens up powerful new avenues to create immersive brand experiences tied to real-world values. In contrast, while the space economy continues to spark headlines, its consumer relevance remains largely theoretical.

Amid global trade uncertainty, brands don’t need to look to space for their next frontier. The intersection of ocean sustainability and purposeful travel offers a tangible, values-aligned path to connect with consumers and build resilience through experience-led growth.

Your Marketing Strategy Is Either Built to Withstand Volatility, Or It Isn’t

In a world of constantly rapid change, the strongest marketing strategies are the most adaptable ones. Growth today demands more than great ideas; it requires a partnership model that’s open, tech enabled, and globally informed. Can your current marketing setup pivot fast enough? Can it turn local traction into global momentum?

Your company’s marketing engine should be designed to drive growth. The opportunity is there forthose ready to move.