Consumer sentiment is notably low, as major companies like PepsiCo and Procter & Gamble express worries during their earnings calls. Executives from various corporations attribute this consumer anxiety to macroeconomic uncertainties, including tariffs and a tense political environment. Colgate-Palmolive's CEO indicated that these uncertainties lead consumers to adopt a more cautious spending approach. Marketers are keenly aware of this mood and seek to adapt their strategies to align with consumer sentiment, focusing on relevant advertising that resonates with current concerns.
"Uncertainty creates a pensive and anxious consumer," said Colgate-Palmolive CEO Noel Wallace on the company's first quarter earnings call last week. "When you have uncertainty in terms of macroeconomics and everything surrounding that, consumers tend to hunker down and they're very cautious about the outlook."
Procter & Gamble CFO Andre Schulten noted that they're dealing with a "more nervous consumer" due to the tariffs and political environment, among other issues.
Marketers are not only contending with the uncertainty of the tariffs' (everchanging) impact on their own businesses, but the impact on consumer sentiment, spending and mood.
Clients are trying to get a read on [consumer sentiment] and use that to inform what we do strategically," said Harry Inglis, head of activation, Media by Mother.
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