TikTok now reaches audiences and moments that traditional TV can’t. For brands, it’s become an essential platform to stay culturally relevant and capture attention where people are most engaged.

Ikea is proceeding with its $2.2 billion US expansion, undeterred by new tariffs on lumber, kitchen cabinets, and other furniture. The company is confident that its reputation for affordable furniture and home goods will help it thrive, even in a challenging housing market. However, expanding Ikea’s share of the market is contingent on the company expanding its brick-and-mortar presence.

Gen Zers and millennials will lead the charge in shopping with AI agents, but not without guardrails. Nearly half of Gen Zers (47%) and millennials (48%) say they are at least somewhat likely to let AI agents buy things for them, per a YouGov survey. Among likely AI agent adopters, 53% would require approval before letting AI buy anything under $100. For brands, deploying responsible AI agents is key. That means constantly monitoring customer-facing products for hallucinations, keeping humans in the loop to establish accountability and accuracy, and ensuring customers are getting the experiences they want.

The US is facing a worsening cost-of-living crisis as wages fail to keep pace with rising expenses in groceries, housing, and energy, leaving 67% of Americans living paycheck-to-paycheck. Consumer confidence has dropped to recession-era levels, while credit card debt and student loan burdens intensify financial strain across income groups, even among affluent households. With spending shifting toward essentials, retailers and brands are under pressure to emphasize value through private-label products, aggressive discounts, and loyalty programs. Companies that adapt to consumers’ value-conscious mindset will be best positioned to weather the downturn.

Mastercard launched a commerce media network. Unlike rival networks, Mastercard already has a set of anchor partnerships, including Citi, WPP, American Airlines, and Microsoft. Mastercard will remain the biggest fish in the commerce network media pond—barring Visa’s entrance into the space. Until then, Mastercard has a chance to set the standard for how payment networks can monetize their first-party data.

Conagra beat Q1 earnings and sales expectations, but ongoing headwinds from tariffs, inflation, and shifting consumer behavior weighed on results. Net sales fell 5.8% year-over-year to $2.63 billion, while adjusted EPS dropped 26.4% to 39 cents, still ahead of forecasts. Snack sales showed mixed performance, with Slim Jim and David sunflower seeds gaining but Boomchickapop and Duncan Hines slipping due to promotion timing and higher cocoa costs. With consumers trading down to store brands, Conagra faces pressure to balance price hikes with value-driven strategies that reinforce loyalty and protect market share.