The news: The Federal Reserve Bank of Philadelphia recorded the first year-over-year decline in delinquency rates since the fourth quarter of 2021, per a report. Our take: As consumers’ financial situation recovers, banks need to plot out their next move.
The news: The stability of bank deposits (i.e., how likely they are to stay put) significantly changes over time, based largely on interest rates. Our take: This will force banks to adopt a more dynamic and strategic approach to marketing. It shifts deposit acquisition and retention from a passive activity to an energetic, competitive arena where compelling rates are a primary attraction, and trust, service, and holistic value are essential reinforcements. Banks should aggressively market competitive rates on high-yield savings accounts, money market accounts, and CDs. This is about clearly communicating the tangible benefit to the customer (e.g., "Earn more on your savings," "Watch your money grow faster").
The news: A study commissioned by UK Bank TSB found that 55% of people who acted on financial advice found on social media lost money. This highlights the substantial risk associated with such advice and a real opportunity for banks to build brand trust online. Our take: Financial institutions (FIs) have a role to play in dispelling financial misinformation on social media. In addition, they have a chance to build trust with young social media users, especially when responding to viral trends with facts and informing consumers whether they should take the steps recommended in viral videos. Responding to viral trends in a meaningful way can boost brand awareness and cause social media users to turn to an FI first, before their favorite influencers.
T-Mobile has announced a full rollback of its DEI programs as it seeks regulatory approval for two major deals, citing alignment with FCC expectations. The move eliminates all DEI language and infrastructure, signaling a dramatic reversal of the brand’s equity commitments. FCC Chair Brendan Carr applauded the shift, while critics warned of reputational risks—particularly with Gen Z and DEI-conscious consumers. As major brands reassess social strategies amid regulatory and political scrutiny, T-Mobile’s move may gain short-term approval but risks long-term brand damage. Marketers face a tough balancing act between political pragmatism and authentic social commitments.
The news: The trade war between the US and the rest of the world is heating up again, thanks to President Donald Trump’s latest threats to boost universal tariffs and impose stiffer duties on Canada and Brazil. Our take: The newly announced duties—should they come to pass—will push the US into the heavy tariff scenario outlined in our tariff report. Based on our forecast, that would mean a 1% decline in retail sales this year, the first contraction since 2009, as rising prices force consumers to prioritize essentials.
The news: Influencer marketing is leading the way in attention metrics, with viewers in India spending 2.2 times longer viewing ads with influencers before skipping, per Kantar research. The average skip time for traditional branded content is 7.9 seconds—but for ads with influencer content, that number jumps to 17.8 seconds. Our take: While a necessary part of the media mix, traditional ads are not enough to drive consistent growth—and partnering with reliable influencers will prove valuable as social media represents a critical path to purchase. Influencer voices are able to cut through the noise of social media.
The initiative: Urban Outfitters is teaming with HGTV to launch the “Dream Dorm Makeover Contest,” which invites students to create a Pinterest board that captures their vision for a dorm that reflects their personal style, supports their daily routines, and feels like home. Our take: The campaign is designed to help Urban Outfitters connect with Gen Z students and their parents, as well as millennials seeking creative ways to revamp small spaces.
Retailers and CPG brands may face challenges as President Donald Trump’s so-called “big, beautiful bill” takes effect, ushering in sweeping changes to the Supplemental Nutrition Assistance Program (SNAP).
The news: Kraft Heinz is planning to break itself up, The Wall Street Journal reported, a move that would allow it to focus on faster-growing segments without the burden of underperforming brands like Oscar Mayer and Maxwell House. Our take: Kraft Heinz’s unwinding is a warning sign to the growing number of food companies that see large-scale acquisitions as their ticket to success. While such deals can unlock efficiencies, they also risk creating bloated organizations that fail to keep up with the needs of consumers.
The news: Save A Lot introduced a new Hispanic-focused store format—its second—in partnership with Leevers Supermarket as it explores ways to build deeper connections with Hispanic consumers. The takeaway: The rationale for opening these stores is clear: Hispanic consumers wield increasing buying power and account for an outsize share of growth in categories like CPG, beauty, and food and beverage. By targeting these shoppers with formats and products best suited to their needs, grocers can win lasting loyalty.
The trend: Healthcare professionals are worried that social media influence promotes unhealthy fad diets, per a new Sermo survey. Our take: Healthcare professionals risk losing credibility with patients, who are turning to more relatable (albeit maybe more unreliable) social media influencers. Doctors and nurses will need to enroll in CME nutrition courses and lean into their medical expertise when patients are in the office to offer guidance on nutrition, without seeming heavyhanded.
The news: Pharma companies can earn a speedier path to approvals for new drugs if they agree to lower US prices to global levels. The takeaway: Pharma companies are on board with faster drug approvals and higher global prices, but they still make the bulk of their profits on US sales. By adopting good faith balanced stances—advocating for fairer pricing, but highlighting innovation—pharma can notch wins with the administration and consumers.
The trend: Investments in AI-powered digital health startups drove an increase in total VC funding for the sector throughout the first half of 2025, according to a recent Rock Health report. The big takeaway: Making AI an essential element of your digital health platform isn’t a differentiating factor anymore—it’s a requirement to draw investor interest and customer adoption. To stand out, healthcare AI players and their marketers should demonstrate the real-world impact of their tech through published research and case studies. And they must be careful not to overstate their AI capabilities, as doing so will drive potential and current customers to a competitor’s solution.
The data: About 2 in 3 people have at some point decided not to fill or refill a prescription medication, according to the M3 MI MARS Consumer Health Study of over 20,000 US adults. The final word: Pharma companies should create informational resources on the reasons side effects occur, while being transparent at the onset about what patients should expect. Drugmakers can also tap into digital channels such as online patient communities and social media platforms like Reddit, where patients regularly discuss their experiences with treatments. This could help brands gather insights that inform future drug development or the creation of new patient support programs.
The news: Dentsu recently launched Robmix, a new business embedding itself in Roblox’s culture and users, per a Dentsu press release. Robmix is a platform created with the goal of “discovering and developing the next generation of creators” on Roblox and focuses on entertainment opportunities related to Roblox users. Our take: Dentsu’s latest move gets ahead of the in-game wave, capitalizing on the future of marketing where creators and advertisers are increasingly turning to gaming as a critical opportunity to reach audiences when they’re most engaged.
The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.
On today’s podcast episode, we discuss the growing AI literacy gap, how to tell if your organization is ready for AI, and what not to do when it comes to AI adoption. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Gadjo Sevilla, and Professor and AI Advisor to the Deans at Rice Business School and Founder and CEO of AI company DemistifAI Kathleen Perley. Listen everywhere and watch on YouTube and Spotify.
The news: Samsung is exploring innovative new wearable formats, including smart jewelry. Won-joon Choi, Samsung’s COO of mobile experience, told CNN that AI advancements could power a “new wave” of devices beyond the smartphone. “We believe it should be wearable, something (that) you don’t need to carry. … It could be something that you wear: glasses, earrings, watches, rings, and sometimes (a) necklace,” Choi said. Our take: As the shift toward hands-free, voice-first wearables accelerates, companies should start building applications designed for screenless experiences like voice-driven customer service tools, workforce productivity assistants, or sponsored fitness programs.
The news: Meta is refusing to change its “pay or consent“ model in the EU, per Reuters, risking fines to protect its ad-targeting capabilities. The company argues it’s being singled out and that “a user choice between a subscription for no ads service or a free ad-supported service remains a legitimate business model for every company in Europe—except Meta,” per Reuters. Our take: This is a battle for user data, and with the DMA’s prior victories over Meta, it’s one fight that Meta may not win. Marketers should track Meta’s changing compliance stance, prepare for restrictions on user-level data, and consider spending on platforms with fewer regulatory risks.
Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.