On the brand side, marketers are also having a difficult time navigating the economy amid trade wars and sinking consumer sentiment.

A separate survey from market research firm NewtonX shows nearly four in five U.S.-based marketing decision-makers say it’s harder to plan ahead today than it was the same time last year.

Overall, 8% of marketers intend to increase spending on advertising in 2025 due to tariffs, while 27% expect to pull back.