Latest news with #Muhl
Yahoo
09-07-2025
- Business
- Yahoo
How marketers can respond with empathy to consumer tariff shocks
This story was originally published on Marketing Dive. To receive daily news and insights, subscribe to our free daily Marketing Dive newsletter. As the state of tariffs remains in flux, analysts are warning that marketers need to be prepared to respond to a 'one-two punch' scenario regarding U.S. consumer sentiment. With the economy poised for further bumpiness ahead of the recently extended Aug. 1 deadline for negotiating trade agreements, a consistent message around value and communicating a sense of empathy could be crucial to maintaining brand trust. U.S. shoppers aren't feeling great so far in 2025, with 70% making 'significant' changes to their everyday habits, such as cooking more at home or purchasing smaller package sizes of fast-moving goods, according to Gartner research exclusively shared with Marketing Dive. More are adopting savings behaviors typical to recessionary periods, such as paying down debt, while holding off on big-ticket items like cars and travel. That said, people — particularly affluent consumers — are more or less consistent in their spending patterns, preserving a sense of normalcy despite the souring mood. That picture could change if the ripple effects from tariffs, such as price hikes and product shortages, come into clearer focus in the second half. 'Right now, we're still in an attitudes and fears and anticipation space that's driving behavior, and then a reality on the ground is going to shift, and that's going to change behavior as well,' said Kate Muhl, a Gartner analyst specializing in cultural and consumer insights. 'I don't think a lot of CMOs that I'm seeing are making a lot of changes yet. I think they've got to get ready though because of this one-two punch I'm describing.' Gartner recommended that marketers revisit how they tackled the Great Recession to steel themselves for tariff tumult. Feelings of job security are low, especially among young consumers, a gloomy echo of the aftershocks of the 2008 financial crisis. The business of marketing has changed considerably in the past 15-plus years, with more brands going digital-first. Adding to the complexity is the recent evolution of artificial intelligence. Given that, marketers should focus less on dusting off media plans from the late aughts and more on areas like brand positioning. 'I would say take a look at what you emphasize in your brand values, how you express that to consumers and [which] of those kinds of things were successful for you in 2008, because the conditions — the cultural conditions — are going to be similar,' said Muhl. The current environment also bears some key distinctions from the inflationary one that's dogged the industry in recent years, according to Muhl. Consumers are less likely to blame individual brands for a broad downturn, and many have high awareness of U.S. trade policy, with 59% holding a negative view of tariffs and 57% expressing pessimism around the economy, per Gartner. Pessimism could snowball into alarmism if store shelves start to thin out in the months ahead, a destabilizing image that led to some of the bigger freak outs in the early days of the pandemic. The prospect of empty shelves could hardly arrive at a worse time, as many industries, including retail, prepare for the key back-to-school and holiday shopping windows. 'In certain categories, that may well become part of the reality soon, starting roughly in the fall and thinking about the holidays ahead,' said Muhl. 'That will potentially exacerbate a lot of the other emotions that people are having about these big shifts in trade.' Different product categories will experience varying degrees of impact from tariffs, and some may reap more benefits than others. Smaller companies and disruptor brands could be more agile and transparent in responding to shifting levies, as well as being firmer in their commitments to consumers. Outdoor footwear brand Keen, which was among those highlighted by Gartner, has pledged to instate no tariff price increases in 2025, the type of stability fatigued consumers are craving. Kitchen waste disposal maker Lomi and swimwear brand Triangl are practicing what Gartner dubbed 'practical transparency,' providing detailed responses to how tariffs will affect their businesses in the form of FAQ pages and disclaimers in online shopping carts. Such initiatives can be more difficult for sprawling multinational companies to manage, but there are other ways to offset the coming blows. For example, if a single brand or product line is highly exposed to tariffs, costs could be spread around the portfolio to lessen the burden and prevent jarring price hikes. Across the board, brands will need to build 'permission structures' that demonstrate value beyond price to convince wary consumers, per Muhl. Hyundai's Assurance Program, first launched in 2009, is a model of how even high-consideration categories can approach marketing amid uncertainty. The program, a first of its kind for automotive, allowed car buyers to return their new vehicle if they lost their job due to the recession. Hyundai brought back the concept in 2020 in response to the pandemic. 'It's going to be about expressing, for the right kind of product and category, a kind of empathy with the pressure consumers are feeling, and alternately, finding ways to show how buying your product or buying with your brand is not a high-risk situation,' said Muhl. 'An empathetic position, it seems counterintuitive at a time when everybody's so price-driven. It's actually, I think, an important way to try to work back to a place of developing trust,' she added. Some brands are also boasting more of their made-in-the-U.S. bona fides to differentiate from rivals that are more reliant on global suppliers and therefore prone to price increases. A growing share of consumers do not find patriotism appealing, however. Four in 10 consumers anticipate buying more goods made in the U.S. in the coming months, whether it's due to patriotism, cost effectiveness or simply because there will be fewer alternatives, Gartner found. Brands that can effectively run an American-made strategy may want to look into doing so as a contingency plan depending on how the market shifts, according to Gartner. 'A phrase like 'Made in America' has always been kind of loaded, but it's even more so today, especially as consumers start to wonder about how the tariffs are going to impact prices,' said Muhl. As usual, consistency is key when approaching brand purpose. Consumers have grown taxed by companies jumping on hot-button issues of the day, but they're also put off by those that are as quick to abandon their values in the face of headwinds. 'Now is not the time to change tack and begin to tell a new brand story or redefine a company's values,' reads the Gartner report. Staying committed to a particular positioning or tactic can feel daunting given how chaotic the implementation of tariffs has been so far, with steep levies imposed and then adjusted or paused virtually overnight (on Monday, President Donald Trump pushed the deadline for finalizing agreements with the U.S. from July 9 to Aug. 1 while threatening even steeper tariffs on certain countries). It's important for marketers to remember that, regardless of the final percentages attached to the levies, consumers feel adrift and will appreciate brands that can bring a sense of clarity and calm to the storm — not to mention an ease on the wallet. 'Whatever happens on July 9 or around it, uncertainty has been unleashed into the system,' said Muhl, referencing the original tariff deadline. Recommended Reading How CMOs can stay reactive as Trump tariff chaos threatens budgets
Business Wire
14-05-2025
- Business
- Business Wire
Gartner Marketing Survey Finds Nearly Half of Consumers Expect to Buy More American Goods Amid Economic Uncertainty
BUSINESS WIRE)--Forty-seven percent of consumers expect to buy more American-made products this year, according to a survey by Gartner, Inc. A Gartner Consumer Community survey of 212 US consumers, conducted in March 2025, found that 42% consumers agreed that they have decided to wait to make a major purchase, up from 2024 when only 28% consumers were reconsidering such expenditures (see Figure 1). By the third quarter of 2025, Gartner predicts 60% of consumers will have elected to delay a major purchase. And by the end of the year, Gartner predicts 60% of consumers will buy on secondhand and peer-to-peer marketplaces. 'The current wave of economic uncertainty is reshaping consumer behavior in profound ways,' said Kate Muhl, VP Analyst in the Gartner Marketing practice. 'There is a clear shift towards more deliberate purchasing decisions and budget-conscious shopping strategies, as individuals prioritize financial stability over immediate gratification. 'Marketing leaders who adapt to these changes by strengthening their brand value, and consistently delivering on core consumer promises, will be more likely to see their organizations thrive." Consumers Prefer Brands to Stay Neutral but Consistency Matters Even More While the majority (68%) of consumers are not looking for brands to take stands on social or political issues right now, 55% say that when a brand reverses course on social and political issues, they lose trust in that brand. Furthermore, a third of consumers who distrust brands that reverse course report boycotting a brand in the last year (compared to only 20% of those unbothered by brands reversing course). "In today's intricate landscape, marketers must navigate the delicate balance between brand activism and consumer sentiment with caution. While it's a challenging time to initiate new socio-political campaigns, altering existing stands requires subtlety and discretion to avoid alienating consumers," advises Muhl. Gartner clients can read more in the report: ' Quick Answer: CMOs Must Prepare for Consumer Reaction to Tariffs'. About the Gartner Marketing Symposium/Xpo The Gartner Marketing Symposium/Xpo is taking place June 2-4 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results and exceed expectations. Gartner analysts address the biggest opportunities, challenges and priorities marketers face today, including marketing strategy development, marketing analytics and CX strategy. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG. About Gartner for Marketers Gartner for Marketers provides the objective, expert advice, and proven tools that CMOs and other marketing leaders need to seize the right opportunities with clarity and confidence, and to stay ahead of the trends that matter. With in-depth research and analysis, Gartner for Marketers helps you focus on the opportunities with the greatest potential to deliver results. More information on Gartner for Marketers is available online at Follow news and updates from the Gartner Marketing practice on X and LinkedIn using #GartnerMKTG. Members of the media can find additional information and insights in the Gartner Marketing Newsroom. About Gartner Gartner, Inc. (NYSE: IT) delivers actionable, objective insight that drives smarter decisions and stronger performance on an organization's mission-critical priorities. To learn more, visit
Reuters
22-04-2025
- Sport
- Reuters
Storm place injured G Nika Muhl on suspended list
April 22 - Seattle Storm guard Nika Muhl will miss the 2025 season after being placed on the suspended list Tuesday. Muhl, 24, sustained an ACL tear in October for Turkish club Besiktas. WNBA players who are hurt playing for other leagues are eligible for the list if they will be sidelined for more than six weeks. Muhl played just 57 minutes over 16 games last season as a rookie and scored two points on 1-of-14 shooting. She was a second-round pick (14th overall) in the 2024 WNBA Draft. The Croatian-born Muhl was a popular college player at UConn and was twice named Big East Defensive Player of the Year. She averaged 5.8 points and 5.2 assists and racked up 187 total steals in 131 games (109 starts). Muhl averaged 7.9 assists as a junior and 6.5 as a senior.
Yahoo
20-04-2025
- Entertainment
- Yahoo
Nika Muhl's Statement Outfit Catches Paige Bueckers' Attention
Seattle Storm guard Nika Muhl didn't let a setback derail her momentum, and her former UConn Huskies teammate Paige Bueckers made sure to cheer her on loud and clear. On Friday, the team announced that the Croatian player and forward Jordan Horston have officially been ruled out for the 2025 WNBA season after both suffered ACL tears during the offseason. Advertisement Amid the saddening news, Muhl seemed determined to stay positive after giving fans a peek into her offseason. In her latest post on Instagram, the 24-year-old player shared an outfit recap from the 2025 WNBA Draft that she attended. 'Key pieces only,' she wrote, along with snaps of her outfit details that gave off chic, street-style vibes. As seen in the post, Muhl's outfit focused on a dark ensemble–a structured blazer over a black bralette that showed off a bit of skin. In addition to this, she paired it with high-waisted, wide-leg bottoms that elongated her legs and for a pop of color, her stylist elevated the look with denim pointy-toed shoes. Advertisement Completing the look was her choice of accessories. She opted for black sunglasses and a leather handbag that matched the color palette, but she added a trendy touch with a silver crossbody chain adorned with keys. Interestingly, her Instagram update didn't just stun fans but also her fellow UConn alumni. As mentioned, Bueckers playfully hyped up Muhl with a teasing comment. 'Better be a Mazda key on there,' she wrote. Paige Bueckers on the orange carpet before the 2025 WNBA Draft at The Shed at Hudson Carchietta-Imagn Images It can be recalled that the Storm player met with Bueckers during her draft night. Muhl even dedicated an Instagram post showing her support for her former teammate. Related: Stunning New Photos of Nika Muhl During Paris Fashion Week Turn Heads
