Trump’s “Liberation Day” tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US—along with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

Trump hikes tariffs on China, pauses higher reciprocal tariffs on others: We expect US retail sales growth to slow due to the broader impact of his trade policies.

If ad dollars shrink, Meta and others may need to ditch risky side projects and focus on scalable, affordable services to survive the slowdown

With iPhone prices poised to spike, Apple’s supply chain edge offers a short reprieve, but panic buying reveals deeper economic fears taking hold

Tariff escalation heightens recession fears: EMARKETER's forecasting team analyzes the economic disruption from Trump’s new trade policies.

Most CEOs expect a recession and inflation: US consumers face significant uncertainty ahead, prompting them to pull back and focus spending on essentials.

Trump’s tariffs fuel ad industry pullback: Marketers are cutting budgets and ad growth projections fall sharply as inflation and trade uncertainty rise.

China’s retaliation rattles markets, but Big Tech could offset losses by leaning into AI, services, and subscriptions—if consumers still bite.

Worsening economic conditions will be felt deeply by issuers if the tariffs remain in their current form

Pharma companies sidestepped the Trump administration's broad tariff orders: It’s a pharma win for tariffs, but the president’s comments on foreign tax breaks and manufacturing reshoring demands still signal potential for challenges ahead.

Retailers cut 57,804 jobs in Q1: That’s up an eye-popping 370% YoY as the number of retail bankruptcies grows amid an increasingly uncertain macroeconomic climate.

A nearly $1 trillion loss in a day signals market panic. Apple leads the fall, with ripple effects threatening AI growth, ad revenue, and cloud service pricing.

Canada’s trade war with its largest trading partner is underway. While uncertainty remains around the scope and depth of US tariffs, Canadian brands and retailers need to rebalance a heavy reliance on US-based customers and suppliers.

Trump's tariff policies fuel uncertainty: How brands and retailers can best prepare amid a perpetually shifting landscape.

US President Donald Trump’s shifting trade policies will have ramifications for US brands that do business with Latin America. This FAQ addresses the most pressing questions for companies as they navigate new tariffs, supply chain disruptions, and the potential rise of new competitors.