Adweek: ‘DTC brands must master the ‘Art of the Pivot’ to survive tariffs’

ADWEEK recently published an article from Nest CGO, Luke Jonas, on how ‘DTC brands must master the ‘art of the pivot’ to survive tariffs’.

“President Trump’s “Liberation Day” tariffs, aimed at boosting U.S. manufacturing, have created a doomsday scenario for U.S. ecommerce brands deeply reliant on Chinese production. These businesses now face staggering extra costs, escalating rapidly in the chaotic aftermath of the announcement. At the time of writing, tariffs on some Chinese-manufactured goods have reached an astonishing 125%, even with a temporary 90-day pause applied to imports from other nations.

So, while Trump’s strategy may be rooted in the “Art of the Deal,” U.S. direct-to-consumer brands will urgently need to master the “Art of the Pivot” to maintain growth after this economic shock.

Amid the fallout from these U.S. import taxes, a promising solution is emerging across the Atlantic: Europe is a haven for lower tariffs, cheaper ad costs, and robust consumer demand.”

Read the full article here.