It's Monday. More than half of U.S. shoppers say tariffs are harmful and expect prices to rise, but most haven't changed their buying habits, suggesting concern, not panic, as price hikes remain relatively modest for now.
Pride sponsorships vanished after Bud Light and creators are scrambling
One brand's controversy spooked an entire industry, and LGBTQ+ creators are paying the price.
After Bud Light's backlash in 2023, brands pulled back hard on Pride campaigns. According to Gravity Research, nearly 40% of Fortune 500 executives are reducing Pride marketing spend in 2025. Zero are increasing it.
The ripple effect is real:
Ashley and Malori Anthony made $14,000 from Pride sponsorships in 2023, just $1,500 this year
Trans creator Christopher Rhodes went from 20 brand deals in 2023 to one in 2025
Many creators are scrambling to find new income streams
What this means for brands: When big companies get scared and pull back, it creates opportunities for smaller brands willing to step up. "There's a vacuum. Brands that stay committed are set up to win," said Raul Rios from creative agency Saylor.
Consumers still care about authenticity. Brands that stick to their values during turbulent times often build stronger loyalty than those that flip-flop based on headlines.
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Amazon prices are up, shoppers are trading down
Amazon prices are rising as sellers adjust for tariff costs, but shoppers are responding in an interesting way.
Bestselling products have gone up for 20 weeks straight (up 2.7% year-over-year), but frequently bought products actually dipped 1.3%. Shoppers are quietly switching to cheaper alternatives when they see familiar products getting more expensive.
Some categories seeing sharp increases: vacuums (+11%), diapers (+8%), supplements (+9%). Many sellers waited to raise prices because losing the Buy Box felt scarier than eating margin losses.
What this means for brands: People notice price changes more in stuff they buy regularly. If you sell everyday essentials, expect customers to shop around. If you're in specialty categories, you probably have more room to adjust prices.
With Prime Day expanding to four days this July, brands face a tough choice: discount inventory to move it or protect margins as costs climb.
Brands are making reality TV now and it's actually working
Companies are ditching traditional ads for Hollywood-style content, and the results are surprisingly good.
Walmart, H&R Block, and Chick-fil-A all doubled down on creating films, reality TV, and game shows in 2024. From Walmart's Jingle Bell Love on Roku to Nike-backed documentaries, these brands found a way around ad fatigue.
The secret sauce: When people watch entertainment, they don't put up the same mental walls they do with ads. Viewers actually form connections with characters and storylines, which makes them feel better about the sponsoring brands.
What's driving the shift:
Unscripted shows are cheaper to make and easier to weave products into naturally
Hollywood studios need money and are more open to brand partnerships
New tech lets viewers buy directly from shows
What this means for brands: Instead of interrupting what people want to watch, consider becoming part of it. Stories stick in people's minds way longer than product demos.
